USING THE INTEGRATEDED MARKETING COMMUNICATIONS AT SALES POINTS

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. The basic characteristics of marketing communications at the sales point, as well as ways of influencing buyers with IMCSP for improving the efficiency of marketing policy in general have been formulated. Scientific novelty of this investigation lies in creation the model of integrated marketing communications, that is the way of the implementation of the objectives of the enterprise through the use and delivering the constituent elements of marketing communications target audience, as well as grouping and justification tool elements of IMCSP into external and internal. Using this model has practical value, as it enables more efficient use of components of IMCSP by the home enterprises. It has been concluded that the use of set of elements or techniques of integrated marketing communications at the sales point impact the purchases in retail trade. Further research will be focused on the formulating the proposals concerning the expansion of the range of components of IMCSP and improving their use in the practice of commercial enterprises.