Trends of Development and Possibilities of Efficiency Improvement in Marketing Communications

This survey article covers the essence and the key role of marketing communications in the market nowadays, the trends of development of marketing communications – the growing popularity of the Internet, changes in the consumers’ communications, the increased importance of direct marketing, as well as the selection of marketing communications based on the stages of product life cycle. The article discusses the main methods of assessing the efficiency of marketing communications and a model of assessing the efficiency of these methods, which reflects the communicative, economic and social efficiency of marketing communications. Attention is also devoted to the indices that depend on the buyers’ behavior in the market, the main types of marketing communication at a particular stage of buyers’ behavior and the methods that help determine the efficiency. The model offered is based on the results of a study of the construction supplies market conducted by the authors in 2011 where they used data of companies, polled consumers with a sample of 400 respondents, as well as performed an examination.