Building and managing relationships with customers can have a direct and positive effect on the efficiency of an organization's communication efforts. A product or a brand exist in the consumer's mind there not only because of the experience with this, but and because of the medium and long term effects on that a message built as a result of the evaluation of consumer preferences is transmitted simultaneously through many means of communication. Integrated marketing communication is identified with market dynamics today and learn organizations how easily can prosper in an environment where changes occur in an alarming way. Because consumers resort to as many information sources, the value of the the integrated marketing communication has increased considerably. Highly targeted, the integrated marketing communication campaigns are based on the strengths of the the available means of communication to influence in favorable way the behavior of the target audience. Conceiving a effective message and identifying the most suitable the communicational tools represent important steps in regards creation and maintenance the preferences of consumer for a product / a brand or company. Therefore, the aim of the study was, on the one hand, the identification of the main stimuli who underlying the choice of an assortment of bread by consumers, and which may thus constitute key factors in designing a communicational message, and on the other hand, in evaluation of the communicational factors that may lead to the actual behavior of these.