Meaning of Marketing Communication
Marketing communication ( Marcoms ) is an important P ( also called Promotion ). Marcoms is a message and media used to communicate with the consumer. It involves sharing an idea, information, and concepts with media by the sender to the receiver about the products and services. The marketer who desires to promote the product delivers a message to a receiver, who is the target market or customer. The message is received by consumers and if the message is favorable for the customer, they decide to purchase.
In other words, the different media either directly or indirectly that the company chooses to exchange information about their goods and services to the customers is termed as Marketing Communication.
In simple words, The sender can use whatever media or promotion method he wants to use, just connect with the customer, without communication, you cannot sell.
Importance of Marketing Communication
1.) Continuous Process
2.) Two or More Persons
3.) Two-Way Process
4.) Increasing Awareness
5.) Increase Knowledge
6.) Increase Sales
7.) Direct and Indirect Communication
8.) Use of Words and Symbols
1.) Continuous Process
Communication is a continuous or never-ending process. As the regular circulation of blood is essential for the human body, similarly the continuous circulation of information and ideas is essential for organizational activity. An organization cannot exist without communication. The product is old or new does not matter, both need communication at regular intervals.
2.) Two or More Persons
For communication to be effective there must be at least two persons because no single individual can have an exchange of ideas with himself. A receiver is essential to receive one’s message. So, there must be at least two persons- the sender of information and the receiver of information.
3.) Two-Way Process
Communication is a two-way process. It is not complete unless the message has been correctly understood by the receiver of the message and he does not provide any feedback to the sender. When the sender gets the feedback, the marketing communication process completes.
4.) Increasing Awareness
If the company makes new features in existing products or produced any new product, then he can aware their target customers by message. The message will help the company to aware its customer that there is a new product or service available in the market and they can buy it.
5.) Increase Knowledge
If the Product is new, or marketer wants to introduce it to there customers, promotion is the key. The introduction of a new product will increase awareness but it does not mean that they will buy it. So, in addition to the awareness, they proved knowledge of products like uses, features, benefits. How it differs from other products and why they need it.
6.) Increase Sales
Marketing communication is used to introduce the product or service which will help the company to generate sales. Increasing awareness or knowledge of the product will go fail if one does not get the consumer to act. The promotion strategies should work together to inform, convince the customer, and motivate the customer to buy the products or services.
7.) Direct and Indirect Communication
Communication can be direct as well as indirect. Direct communication means face-to-face conversations with the receiver of the message. While indirect communication is through other means of communication like Print media, Outdoor media, Internet, etc.
8.) Use of Words and Symbols
Communication is mostly written or oral, but it can also be symbolic. For example, the ringing of the bell in schools indicates recess or day off. Facial gestures are also an important medium of communication. For example, disapproval or anger of manager through eyes or facial expression.
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