Integrated marketing communications at the current stage can be perceived as synchronized, complex communication. It is the opportunity to jointly use the marketing communication and its aim is to establish a bilateral communication with audience desired by an international company. Advertisement, PR, branding and other communication means fill each other and thus the synergic effect is being created, giving the possibility to reach efficient and rational communication, that is not efficient and impossible during the particular marketing communication`s usage. At current stage the main foundation of business communication in world`s leading companies is integrated marketing communications as it is deep and perfect knowledge of customer`s needs – the understanding of social and ethical responsibility being in front of him. The main task of PR, advertisement and branding is to shape the positive business relations, which cause the actions. If contact audience is not acting, that means, that communication program didn`t reach its results. The company won`t gain success (realize its goals) on international market, if it won`t have positive business relations with target audience. As competitive the market becomes, the more attention is drawn towards the integrated marketing communications in the development of global business. Integrated marketing communications imply the involvement of PR and advertisement on each stage of marketing process – since the planning until the promotion on the market. The communication plan should distinctly demarcate the responsibility field of advertisement, PR and marketing. Each trend has its own goals: Integrated marketing communication is synchronic and complex usage of all types of business communication (advertisement, marketing, PR, mass media) in order to achieve the success in business, which is directed to customer, target audience, to establish a feedback and increase the results at their maximum.