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  APPLICATION OF GESTALT PRINCIPLES IN THE DESIGN OF VISUAL MARKETING CAMPAIGNS

  This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not ... This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not follow them. For this purpose, a quantitative study was conducted in which two groups of respondents evaluated two different advertising poster designs � one developed according to gestalt principles and the other not. Five dependent variables were measured: perception of gestalt principles, comparative evaluation against competitors, overall aesthetic appraisal, emotional response, and purchase intention. Results from one-way ANOVA analyses show statistically significant differences (p < 0.05) in favor of the gestalt design across all measured variables. It was rated as more structured, aesthetically pleasing, evoked more positive emotions, and stimulated stronger purchase intention. The study confirms that applying gestalt principles is an effective strategy for enhancing visual impact and consumer engagement in marketing campaigns. The results have practical applications for marketers and designers in creating more effective visual communications.

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  MARKETING STRATEGIES IN THE FASHION INDUSTRY TO ATTRACT AN INTERNATIONAL AUDIENCE

  In today's dynamic and competitive fashion industry, successful marketing strategies play a key role in positioning and developing a brand. This report focuses on methods for identifying and developing strategies to attract a target audience, emphasizing the emergence of new agents on the fashion scene who promote the brand.... In today's dynamic and competitive fashion industry, successful marketing strategies play a key role in positioning and developing a brand. This report focuses on methods for identifying and developing strategies to attract a target audience, emphasizing the emergence of new agents on the fashion scene who promote the brand.

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  VULNERABILITIES IN THE CYBERSPACE AND THEIR IMPACT ON SMES

  This article is intended to provide a brief theoretical overview of the cyber vulnerabilities that affect small and medium-sized enterprises (SMEs), as well as the subsequent economic impacts. The main objective is to analyze the most common vulnerabilities in cybersecurity systems, and as a result, to formulate recommendations for improving ... This article is intended to provide a brief theoretical overview of the cyber vulnerabilities that affect small and medium-sized enterprises (SMEs), as well as the subsequent economic impacts. The main objective is to analyze the most common vulnerabilities in cybersecurity systems, and as a result, to formulate recommendations for improving digital protection. The approach includes an analysis of secondary sources, a thematic review of the available literature, and a risk assessment using a simplified economic model. By default, SMEs that do not implement basic cybersecurity measures are vulnerable to all types of emerging threats. Small and medium-sized enterprises often do not treat cybersecurity as a priority, which differentiates them from larger organizations that have substantial budgets and specialized teams.