ACTUALITY OF INTEGRATED MARKETING COMMUNICATION

Abstract

Integrated marketing communications are the concept of marketing communications planning that recognizes the added value of a detailed plan that evaluates the strategic roles of a range of communication disciplines and combines these disciplines to ensure clarity, consistency and maximum communication effect. Its goal is to influence direct action on the behavior of selected target groups while considering all types of communication contacts that future customers can accomplish with the product/service. This unambiguously indicates that in this process, integrated marketing communications use all types of communication that could be relevant and acceptable to customers. The growing need for the integration of communication activities of marketing and public relations, which is one of the main characteristics of the modern business, can be met by the adoption of the concept of integrated marketing communication. Observing integrated marketing communication as a continuous process, provides the ability to monitor and measure effects, to the extent that it is feasible. Obstacles that are most commonly encountered in the strategy of integrative communication marketing planning and which are preoccupied with integration are largely internal, which means that they are within the competence of the organization's management, their planned overcoming. Using all kinds of means of communication means that each medium by which one message can be transmitted, which is able to reach the target audience and present the product or service in the best possible way. The objective of integrated marketing communication is to send the message successfully to the target groups using the most appropriate method or channel.