Those involved in marketing focus on catching consumers’ attention through catchy slogans, media exposure, redesigning packages and endorsements from celebrities. Marketing includes what is known as the four “Ps” which are product, people, place and promotion (Kerin, 2012).
A result oriented business knows very well that it cannot afford to play around with marketing communication. Marketing communication is a fundamental part of any businesses marketing department. As a key element, communication plays a major part in marketing, as a process it uses words, signs, sounds, images, and behaviors to express ideas, feelings or even thoughts to a recipient. In short, it is conveying information to a recipient with an expectation of a feedback. With that knowledge, marketing communication simply put is the deployment of every media to convey a message to the market. It covers advertisements, branding, printing materials, direct marketing, packaging, online presence, sales presentations, PR activities, sponsorships and many more (MaRS, 2012). In as much as marketing communication has a hand in these activities, its main goal is to deliver results in the form of brand loyalty.
Marketing communication is geared towards two major objectives; create a sustainable demand for the product (brand loyalty) and to make the sale cycle shorter (Marsdd.com 2012). Preference creation is often a long term objective as it is aimed at using tools of communication to place the company or product in the mind of the customers targeted. To place or position a product and build a brand is not an overnight adventure, but requires consistency and time in communication, product, pricing and distribution to show degree of commitment by the company. When preference is done through building brands, it helps impact the market share, access to talent and profitability as a means for company’s’ long term value provision. Communication through ...Show more