The Significance of Marketing Communications - Essay Example

The Significance of Marketing Communications The Significance of Marketing Communications Introduction Communication is an essentialcomponent of the marketing function of any company or organization to be successful. Without effective communication, even excellent quality produced goods and services are bound to fail (McCabe, 2011). The reason for essence of communication in marketing is that communication establishes a strategy of information to the existing and potential consumers about goods and services a company produces and sells.

Communication, therefore, is important in marketing as discussed below.Creation of Brand AwarenessDespite putting in place a pool of competent and talented management team, consumers must also know of the company existence and the products it sells (Ashton & Pressey, 2011). Consequently, the company must communicate with the existing and potential consumers. Communication takes the form of sales promotion strategies and advertisements. Marketing success only comes when a company has a comprehensive understanding of consumers’ demographic structure.

Nike Company, for instance, used catchy word “just do it” to attract customers for its products (Foster, 2011).Fostering GoodwillDespite establishing attractive and quality products for consumers, a competitive market would demand that there exist goodwill between the company and consumers to foster hope that the product on sale will succeed. Such hopes help in building loyalty that keeps consumers to company in question products (Hill, 2014). Marketing communication strategies, therefore, are vital in building good image between it and the citizens as a leading corporate.

The image building process becomes a reality when company publicizes its charitable activities.Improvement of Competitive AdvantageCommunication also improves the competitive advantage of the company over competitors (Dahlén & Lange, 2009). The company maintains a superior advantage over its competitors. The company in question can use communication effectively to expose the competitor’s weakness to its customers.Attraction of TalentsCommunication also helps companies to attract talents that the company need to by demonstrating to employees that the company provides the best work environment.

Through publications, annual awards provide for the list of best companies to work.ReferencesAshton, J. K., & Pressey, A. D. (2011). The Regulatory Challenge to Branding: An Interpretation of UK Competition Authority Investigations 1950-2007. Journal of Marketing Management, 27(9/10), 1027-1058. doi:10.1080/0267257X.2011.558386Dahlén, M., & Lange, F. (2009). Marketing Communications. Hoboken, N.J: Wiley.Foster (2011). 15 Cautionary Tales: Failed Marketing Campaigns. Retrieved from http://www.foster.washington.

edu/centers/facultyresearch/Pages/marketing-fail.aspxHill, B. (2014). The Importance of Marketing and Communication. Demand Media. Retrieved from http://smallbusiness.chron.com/importance-marketing-communication-3573.htmlMcCabe, S. (2010). Marketing Communications in Tourism and Hospitality. New York: Routledge.