Meaning and Definition of Marketing Communication
According to Philip Kotler__Marketing Communication is defined as,” Promotion compasses all the tools in the marketing mix whose major role is persuasive communication”.
According to Stanton__ “Promotion includes,advertising,personal selling,sales promotion and other selling tools”.
Thus, Promotion includes every activity which inspires people to buy the goods and services of the company. Promotion is that marketing communication activity that attempts to inform and remind individuals and persuade them to accept,resell,recommend or use a product,service,idea or institution.
Objectives of Marketing Communication
- Objective to Inform: All promotional communications are designed to inform the largest market about the firm’s product or service. Informative promotion is more prevalent in the early stages of product life cycle of a product or service.
- Objective to Persuade: It is designed to stimulate purchase. Though the firms want to create a positive image for the long term gain rather than the immediate purchase.
- Objective to Remind: It is used to keep the product brand name in the public’s mind and is used in the maturity stage of the product life cycle. This type of promotion is used to fresh the memory of the target customers assuming that they known the product.
- Specific Objectives: Broadly speaking the goal of promotion is to change the pattern of demand for a product by behaviour modification,informing,persuading and reminding. In economic terms the basic purpose of promotion is to change the location and shape of the demand curve it means to shift the demand curve upward or to make a change even temporarily.
- Brand Awareness: Every communication message you share should reinforce your brand image in the mind of consumers. This can be accomplished through consistent messaging and a commonly-used color scheme, logo and graphic design on all marketing materials.
- Increase Sales: Communicating with customers uses to increasing and maintaining the sales potentiality and increasing the profitability of the company.