The purpose and aim of this thesis is to define communication, its social role and the process of basic communication, as well as to define integrated marketing communications and their elemental characteristics and models, while simultaneously showing their adaptions on an immediate business example. Communication has evolved throughout the years, along with the evolution of civilization as a whole. Development of communication is dependent on the development of society, and vice versa. The actual term communication is relatively simple, yet extremely complicated to precisely define. One could argue that communication is the act of transmission of information from a sender to a recipient, who, in turn, must provide feedback, to determine the realization of communication. There are several elements that, when put together, make up communication – sender and recipient, the message, coding and decoding of the message, message transmission channel, noise, and finally - feedback. Along with the development of communication and marketing, the need for integrated marketing communications has arisen. Integrated marketing communications possess a few basic elements, by which the communication itself is recognizable. Likewise, the aforementioned integrated marketing communications are usually made up of a few different forms of marketing communications, which in turn, makes them unified, integrated. Some forms of integrated marketing communications are advertising and covert advertising, sales promotion, personal selling, sponsorships, publicity, public relations and e-marketing. Using the example of Informativni centar Virovitica d.o.o., this thesis will showcase how the preceding theory functions in everyday use, as well as to determine the real value of communication and following rules of good communication to draw in the public (in this case listeners) that are content with and trust the communicated information.