Due to the development of the modern technology applied to creating new products, a number of organizations have to confront with the fierce competition in the global market. In addition, the advance in telecommunications such as smartphones as well as social media may lead to major changes in the manner that people are able to communicate together and consumers communicate with companies as well as brands (Clow & Baack, 2013). This may impact consumers’ choices and purchasing decisions. Consequently, to obtain competitive advantage, companies should utilize integrated marketing communications (IMC) in order to communicate with them and understand buyers’ needs. According to Clow and Baack (2013), IMC is seen as the process of coordinating and integrating all approaches and tools of marketing communication used into seamless programs which are created in order to maximize the influence on consumers as well as other stakeholders. These programs include an organization’s market channel, business to business, internally directed communication as well as consumer-focused. It means that IMC has a significant impact on customers through various communication forms such as sale promotions, advertising, social media, events as well as public relations. Based on IMC, companies can meet purchasers’ demands and build strong relationship with them (Duncan, 2002). Thus, it is important for an enterprise to research consumers’ behaviour through IMC strategies in order to gain more target market. Furthermore, a company have to analyse models marketing communication to satisfy consumers’ demands. This report will discuss about Duncan marketing communication model and the basic model of consumer decision making to be able to understand with customers through communication tools. Additionally, the report also give typical examples of companies applying successfully the models to meet consumers’ needs.