Approaches to the Estimation of Efficiency of Integrated Marketing Communications

The paper deals with investigation of approaches to the estimation of the efficiency of integrated marketing communications. We considered the simple linear relationship between the level of sales and advertising. We expanded linear model by introducing additional marketing communications tools. We assume that the synergistic effect of using an integrated marketing communications is multiplicative. We made the conclusion that the components of the communication complex can be integrated in the following areas in order to save the advertising budget or to get additional benefits from the campaign