IMC (Integrated Marketing Communications): Organizational Aspects

Nowadays and due to the modern conditions, the role of marketing communications is significantly increasing, which is conditioned so according to the high saturation of markets with goods, a variety of consumer needs, forms and methods of competition, the use of economic entities, more advanced means of collecting, storing, processing, transmitting commercial information. What is also important is that a certain task facing a specialist-communicator (for example, a company) is fundamentally changing. The whole concept of communication depends on its direct participation in using the full range of possibilities of the communicative cycle. Now companies tend to pay more attention to the concept of integrated communications as an effective way to solve communication problems, as well as to the role of advertising in particular in the complex of integrated communications. The main goal of this study is to find whether it is more efficient to use all the complex of integrated marketing communications in campaigns or not by analysing the types, methods and formats of certain full IMC campaign which companies use in order to sell their products or services for the past decades. It is also crucial to point out some major organisational points in integrating marketing communications.