Communication shapes is directly connected with the basic functions of the marketing communication process – by attracting attention, creating interest, by creating a favourable predisposition and encouraging on shopping. However, and in the Group of all forms of communication we have singled out two subgroups from the aspect of the used paths and time to obtain the desired effects and objectives with which they are connected to these effects. The marketing communication is the process of conveying information, ideas and emotions from the sender to the recipient through the media with the aim of achieving certain effects. This definition includes all of the key elements of marketing communications: sender, message, media, recipients and effects of communication. The goals of the marketing communication may be information, persuasion and the incentive to buy. In General, it is said that the products are intended for the industrial market are more aligned with the informative form of communication, while for products intended for personal consumption market more influential uses of communication whose objective is to highlight the benefits of the product and to stir up an unconscious psychological motives for its use. Improve the efficiency of the marketing communication can be achieved in two ways. The first is the previous research with the aim of specifying the target segment of the audience, the benefits that are expected of the manufacturer as well as the motives which consumers have in relation to the product. Another way is to post a correction as a result of measurements of the effects of certain advertising campaigns. Measure the effectiveness of marketing communications has become a critical element of marketing planning, so that gives him greater attention! Reasons why to measure the effectiveness of marketing communications: 1. Avoiding costly mistakes. The Manager is responsible for finding a program that reaches the target segment. Communication message must be adequate, otherwise the audience will not understand the message, or it will be misinterpreted. In both cases, the communication will result in failure. Performance measure does not only aim to save but primarily to maximize investments. 2. Evaluation of alternative strategies. The dilemma in decision making can refer to the Select media, massages, and/or other forms of communication. Companies need to test an alternative communication mix in different segments to reach valid results. It is necessary to determine to what extent each form of communication mix contributes to the synergy the effectiveness of integrated marketing communications 3. Increase the effectiveness of promotions in its entirety.