Marketing Communications

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Marketing Communications
Fundamentals Of Communication In Marketing

There are three necessary elements for effective communication

•    SOURCE: such as an organization selling products

•    MESSAGE: such as information, signs and symbols

•    RECEIVER: such as consumers and the company’s publics

All these three are established in marketing communication.

Market communication, that is, messages flow between the firm which is its source and four main
groups of receivers:

1. Consumers


2. Various sales supporting personnel such as wholesalers, retailers and other middlemen in
   the marketing system


3. Other members of the distribution channels and the marketing system not directly under
   the control of the selling firm, such as advertising agencies, sales agents and others


4. Material and resource suppliers such as financial and governmental agencies.

Feedback must be present for any meaningful analysis of market communication and its effectiveness.
The conclusive market feedback is the knowledge of completed sales as a result of messages. Feedback
may also be made through market survey. Feedback information obtained through sales and marketing
research is utilized by management to assist in the appraisal of the transmitted messages’ results to guide
product and sales strategy. It is, as well, to revise communication contents, channels of transmission and
forms of communication.

The modern company manages a complex marketing communications system, the firm uses its
communication mix of advertising, sales promotion, publicity and personal selling to disseminate
marketing and corporate information, to its distribution channel members, consumers and other
various publics.

The nature of information communicated to these various groups, goes a long way in making the positive
impact that will build corporate goodwill for the company, its products and employees. Researchers have
discovered that information has a peculiar nature, with various essential elements to make a targeted
impact on its recipients.
(Warshaw and Kinnear, 1983)