THE FEATURES OF USE QR-CODE IN THE INTEGRATED MARKETING COMMUNICATIONS

The article studies the application of the concept of integrated marketing communications in today's market conditions. The main attention is devoted to the study of media in the modern media communication projects of enterprises operating in different markets. There is the basic of advantages and disadvantages using new media, defined target audience using QR-code. The features of the use of innovative media formats QR-code different means of integrated marketing communications, determine the format of a posting on the media. This article examines the examples of QR-code in the realities of Ukrainian business. Recommendations on the use of QR-code, respectively, in advertising, sales promotion, PR, and other means of integrated marketing communications in the implementation of the communication strategy. As a result we show how to get the best effect from the using of QR-code while building of promotion strategy.