Socially Responsible Activities - An Efficient Tool for the Companies for Marketing Communication with the Consumers

Every company, organization and institution use tools for communication with existing and future customers. The changing conditions of the global and local markets, the increased resistance to traditional advertising campaigns, and the plethora of commercials, lead to a condition that necessarily requires changes in the integrated marketing communications in terms of structure of elements. One way to improve the performance of the marketing communications mix is a reallocation of the leading role of advertising in the public relations. In this paper special emphasis is put on the research how much the Macedonian companies implement socially responsible activities and which is the most typical form of realization of marketing communication with consumers. The results confirm that the majority of the companies in the Republic of Macedonia apply socially responsible initiatives, which should be an integral part of the communications mix, indicating a growing awareness of the importance of this discipline. But some companies still record an inadequate approach to the social responsibility. From the research we can see that there is a strong correlation and necessity of integration of the marketing communications with socially responsible activities in order to increase the efficiency of action and communication and in that direction it is time the companies that do not apply them yet to accede to their implementation.