What is the role of marketing communication?

(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. Role of MarCom 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 E quity 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