Marketing Communications

Modern marketing is the management of the four P’s-product, price, promotion and place or distribution channel. Ina sense the entire marketing process has a large content of communication. For instance, the product communicates a distinctive image such as youthfulness, glamor or prestige. The brand name communicates physical and psychological attributes of the product. The package communicates to the consumer what the manufacturer thinks of his conveniences and sense of beauty. The price communicates the quality of the product. There are communicates between buyers and sellers, i.e., the distribution channel .Thus each element of the marketing mix either helps or hinders communication and ultimately the sales effort. Marketing communication is thus a broader term than promotional strategy. However, the most important element of marketing communication is the planned promotional strategy. However, the most important element of marketing communication is the planned promotional communication.