IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON THE CUSTOMER
IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON THE CUSTOMER

Summary/Abstract: In the article the question of the impact of the quality of the product and thedegree of satisfaction of the customers` expectations on the effectiveness of integratedmarketing communications is viewed. Its aim is to determine the application of tools forinteractive control of marketing communications according to different customers`responses. Here the possible reactions of the customers are considered and the necessityof their distinguishing between primary and secondary is grounded. The necessity ofconsidering the product (its quality) as a part of the marketing communication and,accordingly, taking into account the assessment of the effectiveness of communications ofconsumer's attitude to quality in the models is founded. It is proposed to carry out acomparative assessment of the customers` attitude toward the product before consumption,perceived quality and the quality of peer review to identify the threats and opportunities ofthe given communication program. The author proposed to add the assessment of theeffectiveness of marketing communications by means of the analysis of the stability of theircontribution to the profits. In other words, it is proposed to determine how much of the profitis received from the satisfied customers, whose expectations of advertising have beenconfirmed in practice.

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