Essence and Principles of Realisation of Integrated Marketing Communications

The article states that due to changes of marketing strategies of companies, the issues of application of integrated marketing communications, directed at provision of succession of messages and use of additional mass media means, are not yet properly described in educational and professional literature. All these confirm urgency of the topic, which justified selection of the direction of the study. The article considers and schematically presents a process of integrated marketing communications (IMC). It specifies main factors that influence the process of introduction of the IMC concept and also main factors that are solved in the process of their use. It is established that the synergy plays an important role in realisation of the strategy of integrated marketing communications. Its essence is in common application of several marketing communication measures. It is established that the main infological principles of IMC are integration of choice, integration of positioning and integration of schedule. The article analyses their essence and provides a schematic model. It offers improvement of some elements of integrated marketing communications by means of complex use of organisational and economic, advertisement and information, and interpersonal and communicative measures.