MARKETING COMMUNICATION

DEFINITION OF MARKETING COMMUNICATION

According to Philip K. and Kelvin K. (2009) Marketing encompasses the entire business. It is the whole business seen from the point of its final results, that is from its customer point of view.

To William D.P. and Mccarthy E.J. (2002) marketing is the process whereby society is supplied its consumption, needs, evolves distribution system composed of participant who interact under constraints technical (economic) and ethical (social) create the transaction of flow which resolve market superstition and result in exchange and consumption.

While the Chartered Institute of Marketing defines marketing as the management process that identifies anticipate and satisfies customers requirement profitably.

Now looking at the definition of communication by different authors from different perspective but all pointing to the same thing.

In Harys etal (2002) defines communication as some of these things a person does when he want to create understanding.

While Peter Little (1081) position his communication in business that communication is the process by which information is passed between individual organization by means of presenting agreed symbols.

Paul Poters Longman Dictionary of contemporary English defines communication as the exchange of international news, ideas or opinion.

What then is marketing communication?

According to Philip Kotler and Kelvin Lane Keller (2009) marketing communication are the means by which firms attempt to inform, persuade and remind consumers, directly or indirectly about the product and brand they sell. In a sense, marketing communication represent means by which it can establish a dialogue and build relationship with consumers.

ROLES OF MARKETING COMMUNICATION

Marketing communication performs an important functions for both the organization and the consumers. According to Philip K. and Kelvin K. Those roles are:

1.  Marketing communication represent the “Voice” of the company and brand they sell.
2. It is a means by which organization can establish a dialogue and build relationship with consumers.
3. Marketing communication help to tell and show consumers how and why a product is used by what kind of person and where and when.
4. Consumers can learn about who makes the product and what the company and brand stand for and they can get an incentive or reward for trial or usage.
5. Marketing communication allow companies to link their brands to other people, places events brands experiences, feelings and things.
6. They can contribute to brand equity by establishing the brand in memory and creating a brand image as well as drive sales and event affect shareholder value.