تاثیر ارتباطات یکپارچه بازاریابی بر رفتار خرید مصرف کننده

The purpose of this paper is to highlight, using documenting studies on the specialty literature, the influence that one has the integrated marketing communication on consumer buying behaviour. The research methodology involves the following steps: 1) Establish the main objectives of the research, namely: a) analyze the relationship between integrated marketing communication and consumer behaviour; b) determining those factors that may influence buying behaviour of consumers through the integrated marketing communication. 2) Identify tools used for the collection, processing and analysis of the findings obtained from research, as follows: a) were selected and analyzed a number of scientific articles published in the most known international databases; b) were consulted titles of books published in the domain of research theme; c) were identified items of interest that contributed to achieving the research objectives above-mentioned. 3) Interpretation of obtained theoretical results that contribute to the fulfilment of the main research objectives. Today, consumers use many sources of information, and the value of the integrated marketing communication has grown considerably. Highly targeted, the integrated marketing communication campaigns are based on the strengths of existing communication tools, for to a favourably influence the behaviour of the target audience. Improving the demarches of communicational nature can be achieved by changing the mode of thinking the organizations involving increasingly more the final consumer in the communicational process. Integrated marketing communication is a circular process (not one linear) that starts with the potential consumer and returns to identify the most effective ways by which should be developed the communications programs. The principle after which operates this process is based on the fact that any communication approach must start from the consumer. The method of informational management used for the implementation of this principle is “outside-in”, which means that the communication process starts from outside the company to the inside of her, with order to determine the tools that best serve to the communication needs of the consumers potential and actual. Through the information obtained from the outside seeks to determine those weaknesses that need to be redressed, and the best ways to formulate the messages so that their impact to be maxim. The specialists in the integrated marketing communication must consider when designing a communicational message a number of factors that play an important role in consumers’ decision of choosing a product, because in this way can be influenced in a favourable sense the attitudetowards product, leading to the determination of an effective buying behaviour.