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The Importance Of Marketing Communication

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Introduction:
Marketing communication is one of the four principles of marketing which engages the consumers in a dialogue to build the equity of a brand as well as develop consumer relationships (Anvita Kumar, 2013).
Marketing communications play an important role in developing and maintaining an organization’s identity and reputation. Normally, the marketing communications mix or promotion mix consists of the following
• Advertising: which is a paid promotion of the underlying product, service or company by an identified sponsor.
• Public relation: it focuses on building good relations and gaining unpaid favourable publicity. Hence, it is mainly associated with building goodwill for the brand.
• Consumer sales promotions: the focus is …show more content…

The NFC sticker tags are attached to posters, packages and so on and with the help of these printed NFC tags, consumers can gain access to mobiles sites, location of the company, company website and payment information. It has been predicted that the use of this technology in mobile marketing will grow due to its seamless capability of accessing mobile information with just a tap, touch or wave of a NFC enabled device in front of a NFC hotspot tag (TappInn, n.d.).
The above mentioned factors has led companies to increase narrowcasting and decrease the amount of broadcasting (Philip Kotler, 2008). For instance, the younger generation prefers satellite TV or watching TV shows online to minimize the disruption caused by the advertisements. To address this, companies like BBC UK, Netflix and ITV stream their channels or shows online to avoid losing viewers of a younger generation who prefer YouTube over traditional TV (Andrew Edgecliffe-Johnson, …show more content…

Though IMC requires a much higher intensive approach to marketing a product from a company's perspective but the advantages of adopting an IMC strategy cannot be overlooked. It helps in increasing sales and profits by sending out a unified message which is more effective than a disjointed myriad of messages across all mediums of communication. Additionally, companies that operating in many markets around the world can decrease their costs by standardising the marketing efforts. In today’s world where in people are bombarded by advertisements from all different channels, a consistently clear and consolidated message has a better opportunity to get through the “noise” of all the advertisements and materialise in sales. IMC enables reaching out to a company's target market audience in a consistent and effective manner that results in a higher turnover. Hence, the need for IMC is greatly

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