Is considered a tool of marketing communications - personal selling. Describes the basic theoretical aspects of the system of integrated marketing communications, differences of classical and integrated complex of the promotion, analysis of a modern condition of integrated marketing communications. Allocated significance, main features, the uniqueness, the advantages and disadvantages of personal sales. Defined are the main differences between personal sales from the other instruments of the complex progress, as well as the identification of the characteristics of personal sales in the integration with other promotion tools of the marketing complex. Describes the use of personal sales, the system of integrated marketing communications. Allocation of the basic purposes and tasks of the personal sale in a complex of promotion and in integrated marketing communications.

Keywords: Complex promotion, marketing communication, integrated marketing communications, personal selling, personal contact