The present study aims to map the current definition of Communication 360 degrees, defining their behavior in different media and its usefulness as a tool of marketing mix in order to meet a particular need. This work is divided into four additional chapters, which seek to meet the same goals. They are respectively: the traditional media, emerging media, communication platform and a case study: Unimed IBE. In order to understand the most common platforms for the use of integrated communication, the first two chapters analyze their properties, evaluating formats language and behavior of your audience. In third place is the integration of these resources, deepening concepts of communication in the 360 degrees and its main characteristics, as well as its importance in the market for advertising and marketing today. In the fourth chapter, the application of the parameters is defended, in the case study of the case Unimed Welfare, which was produced in partnership with communications company RBS Group, this analysis will be supported by the same commercial design and after-sales related to the first stage of completion.