What is the Role Of Marketing

Communication?

Kotler Chapter 16Aayushi Aggarwal IIT Kanpur

“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

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.

3 idiots Marketing strategy

Butt chairs in multiplexes

Auto rickshaws bearing stickers

“All Izz Well” insurance

Role ofMarCom

Brand Equity

Provide Product

information

Lead to purchase

Voice of the

Company

Customer Equity

Role of Marketing Communications

Voice of the CompanyRepresent the voice of the company and its brandsThe goal is to stimulate a dialogue that will lead to a succession of purchases

Contribute to Customer Equity Means by which a firm

can establish a dialogue and build relationships with consumers.

Strengthen Customer loyalty

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

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

Lead to purchase

They boost sales, strengthen brand loyalty, and can act as a catalyst for business growth