What Role Do Marketing Communication Plays?

Marketing communication presents a set of messages to target market through numerous media or cues. The messages try to create a favorable response from the market towards the company’s total product offering. The company tries to get back adequate feedback from the consumers which points out their response, reaction and their reinterpretation of the messages. The feedback enables the company to improve and modify its total product offering.

The key elements of marketing communication are sender of the message or communicator, message in the form of commercial ideas, sales story, package print, advertising copy; channel or media, the vehicle carrying the message, a sales person, sales literature, phone, television, radio, press etc, receiver a prospect, customer, reseller, purchase influencer and the audience, feedback in the form of response, reaction, counter-proposal, or the returned communication called feedback from the receiver to the sender.

The company is not only the source or sender of market messages but also a receiver of market responses. SEO Company As a sender of messages, the company communicates with the market not only through promotional tools but also through product, price and place or point of sale as well.

Market responses are collected by the company through marketing research/information system. Just as a two-way conversation communicates more effectively than a one-way lecture, likewise marketing communication will be more effective when the marketer uses the research input to have two-way communication. The receipt, decoding and response to message are all under the direct controller of receivers rather than the sender.

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• business and marketing comunication
• communication
• effective marketing communication
• marketing communication