• Skip to main content
  • Skip to primary sidebar
  • Accounting
  • Banking
  • Business
  • Statistics
  • Economics
  • Finance
  • HR
  • Law
  • Marketing
business-jargons-site-logo

Business Jargons

A Business Encyclopedia

Marketing Communication

Definition: The Marketing Communication refers to the means adopted by the companies to convey messages about the products and the brands they sell, either directly or indirectly to the customers with the intention to persuade them to purchase.

In other words, the different medium that company adopts to exchange the information about their goods and services to the customers is termed as Marketing Communication.

The marketer uses the tools of marketing communication to create the brand awareness among the potential customers, which means some image of the brand gets created in their minds that help them to make the purchase decision.

Marketing communication offer solutions to the following questions:

  • Why shall the product be used?
  • How can the product be used?
  • Who can use the product?
  • Where can the product be used? And
  • When can the product be used?

Marketing communication includes Advertising, Sales Promotion, Events and Experiences (sponsorship), Public Relations and Publicity, Direct Marketing, Interactive Marketing, Word-of-Mouth Marketing, Personal Selling. These tools of communication are collectively called as Marketing Communication Mix.

Elements of Marketing Communication Mix

 

Marketing Communication Mix

  1. Advertising: It is an indirect, paid method used by the firms to inform the customers about their goods and services via television, radio, print media, online websites etcAdvertising is one of the most widely used methods of communication mix wherein the complete information about the firm’s product and services can be communicated easily with the huge target audience coverage.
  2. Sales Promotion: The sales promotion includes the several short-term incentives to persuade the customers to initiate the purchase of the goods and services. This promotion technique not only helps in retaining the existing customers but also attract the new ones with the additional benefits.Rebates, discounts, paybacks, Buy- one –get- one free scheme, coupons, etc. are some of the sales promotion tools.
  3. Events and Experiences: Several companies sponsor the events such as sports, entertainment, nonprofit or community events with the intention to reinforce their brand in the minds of the customers and create a long term association with them.

    The name of the firm sponsoring the event can be seen on the playground boundaries, player’s jerseys, trophies, awards in the entertainment shows, hoardings on stage, etc.

  4. Public Relations and Publicity: The companies perform several social activities with a view to creating their positive brand image in the market. The activities that companies are undertaking such as, constructing the public conveniences, donating some portion of their purchase to the child education, organizing the blood donation camps, planting trees, etc. are some of the common moves of enhancing the Public Relations.
  5. Direct Marketing: With the intent of technology, the companies make use of emails, fax, mobile phones, to communicate directly with the prospective customers without involving any third party in between.
  6. Interactive Marketing: Interactive Marketing has recently gained popularity as a marketing communication tool, wherein the customers can interact with the firms online and can get their queries resolved online.

    Amazon is one of the best examples of interactive marketing wherein the customers make their choice and can see what they have chosen or ordered in the recent past. Also, Several websites offer the platform to the customers wherein they ask questions and get the answers online such as answer.com.

  7. Word-of- Mouth Marketing: It is one of the most widely practiced method of communication tool wherein customer share their experiences with their peers and friends about the goods and services they bought recently.This method is very crucial for the firms because the image of the brand depends on what customer feels about the brand and what message he convey to others.
  8. Personal Selling: This is the traditional method of marketing communication wherein the salesmen approach the prospective customers directly and inform them about the goods and services they are dealing in. It is considered as one of the most reliable modes of communication because it is done directly either orally, i.e., face to face or in writing via emails or text messages.

Thus, marketing Communication mix refers to the different tools that a firm can adopt to inform, persuade, and remind the customer about the product and services it sells.

Related terms:

  1. Promotion Mix
  2. Relationship Marketing
  3. Marketing Mix
  4. Product Promotion
  5. Test Marketing

Reader Interactions

Comments

  1. Harsha Vardhan Bonthala says

    April 23, 2017 at 1:05 pm

    very useful
    thank u sooo much

    Reply
  2. Seyi S Adesina Blog says

    March 16, 2018 at 2:16 am

    Thanks for this.
    I have exam on Marketing Communication and this website has contributed to my knowledge

    Thanks

    Reply
    • sandy says

      February 12, 2019 at 3:49 pm

      seyi which university are u pursuing the course?

      Reply
  3. Reza says

    March 29, 2018 at 3:18 pm

    Very Nice Post! This post is sharing such a valuable information.

    Reply
  4. Menaka says

    March 31, 2018 at 9:06 am

    Really good. understandable.

    Thank you.

    Reply
  5. Raghav Missraa says

    May 8, 2018 at 8:29 pm

    business jargons always helps. probably the best and most understandable content available on internet

    Reply
  6. lillian anami says

    July 20, 2018 at 5:19 pm

    really helpful

    Reply
  7. Saahily Roy says

    October 12, 2018 at 10:02 am

    This content was really helpful and easily understandable this helped me a lot.
    Thankyou

    Reply
  8. Ejiro says

    December 6, 2018 at 2:18 pm

    Thank you for the detailed explanation.

    Reply
  9. SHEIN MUHSIN says

    December 26, 2018 at 4:41 am

    the material are useful and well summarised

    Reply
  10. Musah Haadi says

    March 25, 2019 at 6:09 pm

    Easy to comprehend and recollect. well summarized

    Reply
  11. Samuel says

    April 22, 2019 at 7:51 pm

    very useful

    Reply
  12. philasande says

    July 27, 2019 at 10:07 pm

    This has helped me understand the topic clearly. Thank you so much

    Reply
  13. Hugh says

    October 1, 2019 at 10:17 pm

    Great thanks! It would be nice if there was a date and name though for citing purposes.

    Reply
    • Surbhi S says

      October 3, 2019 at 9:49 am

      The article was created by Megha M. on 15 Sept 2015

      Reply
  14. Rūta T says

    October 15, 2019 at 5:53 pm

    The article is useful

    Reply
  15. Tachiko Mwanamanga says

    December 14, 2020 at 12:43 am

    Thanks a lot

    Reply
  16. Vaneeta Premkumar Raney says

    April 16, 2021 at 3:33 pm

    excellent…helpful…would like to receive more

    Reply
  17. MTHUNZI TAYSON says

    May 30, 2021 at 6:31 pm

    THANK YOU I APPRECIATE YOUR CLEAR INFORMATION.

    Reply
  18. Waqas Ali says

    July 15, 2021 at 8:20 am

    Thank you so much for this information, it is very useful information.

    Reply
  19. Linda N says

    October 11, 2021 at 3:32 am

    Thank you very much for this well written article and valuable information.

    Reply
  20. Mona says

    November 23, 2021 at 2:08 pm

    Well done. Thank you for all helpful and easy understanding information.

    Reply
  21. Murzafar says

    December 28, 2021 at 11:00 pm

    Thank you for such valuable information

    Reply
  22. Reena says

    May 9, 2022 at 3:21 pm

    Thank you very much for the article.

    Reply
  23. Wokorach David says

    March 6, 2023 at 1:08 pm

    Really so precise but very much comprehensive
    I have liked it

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Primary Sidebar

Top Searches

  • Communication Process
  • Planning
  • 7 C’s of Communication
  • Management
  • International Marketing
  • Business Strategy
  • Effective Communication
  • Insurance
  • Strategic Management
  • Selection Process

Trending Now

  • Group
  • Business
  • Accounting
  • Budget
  • Entrepreneurship
  • Journal
  • Leadership
  • Motivation
  • Communication
  • Stress

New Business Terms

  • Advertising Budget
  • Unique Selling Proposition (USP)
  • Bandwagon Effect
  • Bullwhip Effect
  • Crowdsourcing
  • Advertising Campaign Planning
  • Advertising Campaign
  • Consumer Cooperatives
  • Competency Mapping
  • Cluster Sampling

Categories

  • Accounting
  • Banking
  • Business
  • Business Law
  • Business Statistics
  • Economics
  • Finance
  • HR
  • Marketing

Copyright © 2023 · Business Jargons · Contact Us · About Us · Privacy