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Definition

Marketing communications

Marketing communications are the means by which firms attempt to inform, persuade and remind consumers— directly or indirectly— about the products and brands they sell. In a sense, marketing communications represent the voice of the company and its brands; they are a means by which the firm can establish a dialogue and build relationships with consumers. By strengthening customer loyalty, marketing communications can contribute to customer equity.

Marketing communications also work for consumers when they show how and why a product is issued, by whom, where, and when. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity— by establishing the brand in memory and creating a brand image— as well as drive sales and even affect shareholder value.

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