Authors

Annotation: Аt the local market, when developing a marketing strategy for promoting mass consumer goods, preference is given to classical means of promotion (ATL-communications) that provide a guaranteed but stable result. With the use of integrated marketing communications (hereinafter – IMC), the efficiency of communication is much higher due to the synergy of the tools used, which is proved by the experience of the foreign market, but not adapted to the Ukrainian one. This paper substantiates the feasibility and benefits of using integrated marketing communications in comparison with classical channels, examines the scientific basis and proposes a strategy for the application of IMC for mass consumption goods.