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IMC is a concept introduced in the 1990s and being considered as an important part 7 P\u00e2\u0080\u0099s, and integral part of brand creativity. IMC help tocreate brand assets, which is based on the financial reserves and legal protection of the trade mark and effective  positioning . IMCintegrates ATL-and BTL-advertising with the aim to reach target audience in the market era. The author, Professor V.L. Muzykant, a well-known Russian specialist in marketing, branding, advertising, thoroughly analyzed the IMC position during campaigning. Special focus is being made to aATL-and BTL-skills of the contemporary specialist."},{"$a":"integrated communications, ATL- tools, BTL- tools, IMC campaign, target audience, Unique selling proposition, soft positioning, rigid positioning"},{"$a":"10.12737\/8184"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Marketingovye osnovy upravleniya kommunikaciyami: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Psihologiya i sociologiya v reklame: Uchebnoe posobie. \u00e2\u0080\u0093 M.: RIOR: INFRA-M, 2012."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: istoriya, auditoriya, priemy: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2007."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: strategii prodvizheniya: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2008"}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama v deystvii: effektivnye brend-kommunikacii: Uchebnoe posobie. \u00e2\u0080\u0093 M.: Eksmo, 2009."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Reklama i PR -tehnologii. \u00e2\u0080\u0093 M.: Armada Press: Drofa, 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Muzykant V.L. Formirovanie brenda sredstvami reklamy i PR: Uchebnoe posobie. \u00e2\u0080\u0093 2- e dop. izd. \u00e2\u0080\u0093 M.: Ekonomist', 2006."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Bove K., Arens U. Sovremennaya reklama: Per. s angl. \u00e2\u0080\u0094 Tol'yatti: Izdatel'skiy Dom Dovgan', 1995."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Nozdreva R.B., Krylova G.D., Sokolova M.I., Grechkov V.Yu. Marketing. \u00e2\u0080\u0093 M.: Yurist', 2000."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Paramonova T.N. Organizaciya merchandayzinga v roznichnom torgovom predpriyatii: Uchebnoe posobie. \u00e2\u0080\u0093 M., 2002."}]}},{"510":{"ind1":"0","ind2":"#","subfields":[{"$a":"Rozhkov I.Ya. 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