Marketing communications are used by firms to inform, persuade, and remind consumers about products and brands. They represent the voice of the company and brand. Marketing communications show consumers how and why products are used through advertising, sales promotions, events, public relations, online/social media, mobile, direct marketing, and personal selling. Setting effective objectives such as establishing category need, building brand awareness, attitude, and purchase intention is important for developing impactful marketing communications.

1. Marketing
Communication
Marketing
Communication

2. Role of Marketing Communications
 Marketing communication are the means by which firms
attempt to informs , persuade and remind consumers-
directly or indirectly about the product and brand they
sell.
 In a sense , they represent the voice of the company and
its brand.
 It also work by showing consumers how and why a
product is used, by whom, where and whom .
 Consumers can learn who makes the product and what
the company and brand stand for , and they can become
motivated to try or use.

3. Marketing Communication Mix

4. Marketing Communication Mix
1. Advertising : Any paid form of non personal
presentation and promotion of idea , goods or services
by an identified sponsor via print media ,broadcast
media , network media , display media.
2. Sales Promotion : A variety of short term incentives to
encourage trial or purchase of a product or service.
3. Event and Experience : Company sponsored activities
and programs designed to create daily or special brand
related interaction with consumers.
4. Public Relation and publicity : A variety of program
directed internally or externally , to promote or protect a
company’s image or its individual product
communications.

5. Marketing Communication Mix
5. Online or social media marketing : online activities
and program designed to engage customers and raise
awareness , improve image.
6. Mobile marketing : Place communication on
consumer’s cell phones , smart phones or tablets.
7. Direct and database marketing : Use of mail ,
telephone fax, e-mail.
8. Personal Selling : Face to face interaction for a
purpose of making presentations , answering questions
and procuring orders.

6. Communication Process Models

7. Steps in Developing Effective Communication

8. Marketing Communication Objectives
 Establish need for category.
 Build brand awareness.
 Build brand attitude.
 Influence brand purchase intention.