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The concept of integrated marketing communications is an essential part of the overall strategic planning of business entities and its significance for proper positioning, gaining and maintaining competitive advantage, makes it one of the most important concepts. These are a set of strategic decisions that can not be made separately but must take into account the interdependence of key elements of the marketing mix and the criteria for the selection of tools and techniques of mass and direct communication in order to achieve a synergy effect and result in a score greater than the sum of individual factors. Although necessary, the traditional concept of integrated marketing communications materialized in the tools and techniques of mass and direct communication due to changed business conditions slowly loses out on both efficiency and effectiveness. The emergence of new concepts is the result of the functioning of global trends and aspirations of economic entities to achieve maintain or improve their competitive position and their position in the minds of consumers while dealing with changing business conditions.

The necessity to adjust traditional integrated marketing communications tools and techniques to new global trends