Using the integrated marketing communications at sales points

Abstract

The urgent issues concerning the use of integrated marketing communications at the sales point have been considered in the article, their constituents have been characterized. The aim of the article is the deep study of the use of integrated marketing communications at the sales point (IMCSP) and creation the model of integrated marketing communications, the determination of the degree of influence of marketing communications elements on consumer’s behavior. The method of system analysis and grouping information has been used as the basis of this research. It has been proved that the use of the majority of components of integrated marketing communications leads to the main result - purchase. Previously the main strategic goal of marketing communications was a direct sale of goods, services, trade mark, within the new concept of relationship marketing strategic objective is the formation of loyalty target market as the foundation of favorable conditions for the sale of goods or services.