FUNCTION OF INTEGRATED MARKETING COMMUNICATION AND ITS IMPACT ON CONSUMER BEHAVIOUR

One of the most disputed areas of research is with no doubt Integrated Marketing Communication. Concept of Integrated Marketing Communication has been evolving from the modest using of promotional instruments to the convoluted strategic system. Marketing Communication holds the significant function in communicating with the consumers by applying its offline or online implements to deliver the messages. It can be appointed that the principal aim of Integrated Marketing Communication is to influence the consumer behaviour and its structural processes as attitude, motivation and perception. That is why this system has become the main manner of accomplishment of the targets of companies, because identifying of opportunities for increasing impact on consumer behaviour helps to achieve the objectives of the enterprises. Therefore, this paper focuses on distinguishing ways in which Integrated Marketing Communication might affect behaviour of consumers materialized in the process of their decision-making.