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Under the influence of the growing fragmentation of the market and the media, increased global competitive struggle, technological progress in the field of telecommunications and way of doing international financial and business operations, there is a significant turning point in profiling communication aspects of marketing, and the repositioning of relationships between financial organizations and their clients. Poor results stemming from traditional media advertising as the dominant marketing tool, led to a quest for an alternative that is enshrined in the concept of integrated marketing communications (IMC). Contemporary marketing requires a new kind of communication with the business environment, based on the synergy and creativity, integration and communication, which makes the concept of integrated marketing communications important factor to improve the market competitiveness of financial organizations.


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