In order to influence consumers to buy products, company has to figure out how and where to present them, i.e., it is necessary to make decisions about which marketing communication instruments to use to refer them. What is needed is to provide consumers sufficient information to identify the brand in a given product category at the moment of purchase decision, because consumers, before opting for a particular product, go through various stages. Company can apply different marketing communication instruments, but needs to co-ordinate them to send consumers a clear and consistent promotional message. Whether company has implemented marketing communications successfully can be seen from different indicators, from economic to communication, that is, from increasing sales to a positive image. It is very important for a company to measure the effects of implemented marketing communication, because it helps in making the right decisions in the future and obtaining as many regular customers. One of the main goals of the company is positive and clear image that can be achieved through the instruments of marketing communication. Company can measure its image by applying semantic differential, which can help in obtaining a picture that consumers have about the company and its products. Its usage can be of the great importance for entrepreneurs, as well.