METHODS FOR DETERMINING THE ECONOMIC EFFICIENCY OF USING A COMPLEX OF INTEGRATED MARKETING COMMUNICATIONS WHILE EMPLOYING MONETARY AND NON-MONETARY METHODS OF PRICE FORMATION AND CAPITALIZATION

The conditions of success of communicative companies' strategies are consumer knowledge, openness, communication initiatives of the company. The purpose of the article is to develop a model of calculating the efficiency of using a complex of integrated marketing communications. It is determined that the key factors in the emergence of integrated marketing communications are the development of information technologies (the possibility of bilateral communication with the consumer, CRM and databases, new advertising platforms, in particular, the Internet), changes in consumer behavior — diversification in the lifestyle of consumers, but in such a way that the consumer did not want to «avoid» it), globalization and increase of competition. The stages of development of a system of balanced indicators in the determined economic efficiency of the use of integrated marketing communications were schematically built. Three key options for applying a system of balances indicators in integrated marketing communications are proposed: at strategic, tactical levels and as a basis for communications with interested persons. Thus, the problem of integration of communications at vertical and horizontal levels is solved. The availability of general strategic communication goals allows you to coordinate at a tactical level and combine the messages that the company wants to transfer to its target audience. The efficiency of the use of a complex of integrated marketing communications, consisting of four prospects: financial, clients, internal processes, training and development, is substantiated. The cycle of consumer involvement when using integrated marketing communications in traditional and digital marketing is analyzed. This cycle has four stages: awareness and attention; interaction of user with advertising messages and additional materials; action; Repeated actions (managing loyalty). Grouping indicators of interaction (communication) and economic efficiency of marketing communications at the stages of interaction with the consumer.