Marketing is currently developed and changed according to various factors and circumstances to bring it into line with the conditions of the economy, society, culture and consumer behaviour, and also with changing technology. According to business opinion, the objective of integrated marketing communications, or IMC is brand equity. This is achieved by integrating a variety of communication equipment efficiently and in full so as to access the target group specifically with the type of communications suiting their interests at an appropriate time and through an appropriate channel. Furthermore, marketing changes lead to the redesigning of marketing communications. Formerly, marketing communications were aimed at a large number of target groups. However, the current formation of marketing communications mainly focuses on reaching specific target groups more directly and intimately. Thus, this article presents the basic concepts of integrated marketing communications through the integration of a variety of highly efficient and appropriate marketing communication equipment with the conditions of the economy, society and the consumer behaviour.