Аннотация
In the context of accelerated digitalization and increasing fragmentation of the media environment, marketing communications are undergoing significant changes, which necessitates a revision of traditional approaches to brand promotion. Modern consumers interact with brands through multiple online and offline channels, expecting consistency of messages and a holistic communication experience. The purpose of this study is to justify the need for integrating traditional and digital marketing communications and to identify the key mechanisms of their coordinated use. The paper examines the main theoretical approaches to integrated marketing communications, analyzes the functional differences between traditional and digital promotional tools, and systematizes the mechanisms of their integration. The scientific significance of the study lies in expanding the theoretical understanding of the role of communication integration in the context of digital transformation. The practical significance is determined by the possibility of applying the results in the development of brand communication strategies and media planning.