Communicating with the target market is one of the most complex activities undertaken by an economic operator in order to achieve the set goals. Market position is significant, but it is only a consequence of a company‘s position within consumer awareness. An adequate choice of communication modes opens the door to new possibilities, facilitating access to new ones, as well as strengthening links with existing consumers and society as a whole. The market is a kind of stage from which many send their message according to what they deem to be the most suitable way to attract the audience to a greater or lesser extent, thus also creating differences among themselves. Determining the relationships that consumers have with respect to the elements of the promotional mix, as well as the various forms within them, is crucial within marketing management for creating new and changing existing strategies in order to achieve the best contact with the market. The aim of this paper is to point out the preferences of consumers on certain forms of promotional strategies in the territory of the city of Čačak, mostly from the aspect of the frequency of their use and application of modern information and communication technologies, which is a good basis for adapting the communication mix to the characteristics of the target market by marketing managers.