Development and Implementation of the Integrated Marketing Communications Concept
Development and Implementation of the Integrated Marketing Communications Concept

Summary/Abstract: Understanding consumers’ needs implies creating an adequate offering, which leads to good andsustainable relations over time. Consumers, under the influence of (new) technologies, change theirhabits, attitudes and behaviour in the usage of certain product or service as well as the way theycommunicate. Analysis of the effects of created communication on the brand through developingIMC model is the main objective of this paper. Considering consumers’ demographic structure, notonly the points at their path to purchase, usage or recommendation, the effects among differentgroups will be analyzed. Questions that are important for this paper are about awareness of brandsin the category, noticeability of certain ways of communication, and the influence of thatcommunication on behaviour is measured. The goal of every communication is sales and repeatedsales, but in that process potential users should be introduced to brand, create a need and want touse that brands, to be satisfied, loyal and be its ambassadors. Beside usage of the results of primaryresearch, desk method of collecting and analysing is also used, in order to have detailed insight ofcertain aspects that are related to the objective of this paper. The results of conducted researchindicate that the implementation of integrated marketing communications leads to additional saleand better brand positioning, as well as company positioning in the market. Additionally, effectiveintegrated communications positively influence brand positioning and consumers ‘satisfaction is inpositive relation with the repeated purchase of the brand.

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