(Kotler, Chap. 16-1) What Is The Role Of Marketing Communication?

1. What is the Role Of
Marketing
Communication?
Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur

2. “Communication is
sum of all things
which a person
does when he
wants to create an
understanding in
the mind of
another.”
-Louis A. Allen

3. Marketing Communication
Loosely defined,
MarCom can be
described as all
the messages
and media you
deploy to
communicate
with the market
in order to reach
your target
audience.

4. 3 idiots Marketing strategy
Butt chairs in multiplexes
Auto rickshaws bearing stickers
“All Izz Well” insurance

5. Brand
Equity
Provide
Product
information
Lead to
purchase
Voice of
the
Company
Customer
Equity
Role of Marketing Communications

6. Voice of the Company
Represent the
voice of the
company and its
brands
The goal is to
stimulate a
dialogue that
will lead to a
succession of
purchases

7. Contribute to Customer Equity
Means by which a firm
can establish a dialogue
and build relationships
with consumers.
Strengthen Customer
loyalty

8. Contribute to Brand Equity
By creating brand
awareness and
brand image in
consumer’s
memories, Every
brand delivers an
impression that can
strengthen or
weaken a
customer’s view of
a company

9. Provide product information
Companies can tell
or show consumers
how and why a
product is used, by
whom, when and
where.
Consumers can also
learn who makes the
product, and what
the company and
brand stand for

10. Lead to purchase
They boost
sales,
strengthen
brand
loyalty, and
can act as a
catalyst for
business
growth