Communication and its relation to marketing effectiveness.
                     COMMUNIICATIION  AND  IITS  
RELATIION  TO  MARKETIING  
EFFECTIIVENESS
Communication & Marketing
• Communication can be defined as a process of exchanging of information from 
one person to another through an effective medium of exchange.
• Marketing, basically is a process or an activity of creating, communicating, 
delivering, and exchanging products and services to the customers, clients and 
society at large.
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IMPACT OF COMMUNICATION ON MARKETING 
EFFECTIVENESS
Building and maintaining relationships
• In order to have effective and long-term relationships with its stakeholders, a 
marketer needs to have good interpersonal skills. It is important to create an 
emotional connection with your clients.
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Facilitates innovation when marketing
• Innovation is one of the most important elements of the marketing process. To 
market the goods and services better than its competitors one needs to be 
creative.
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Enhancing transparency
• One needs to be completely transparent with its marketers because they are 
the brand ambassadors of the business. 
• Moreover, effective communication makes employees and customers sure that 
their needs are considered and understood.
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Overcoming marketing obstacles
• There are many challenges that a business has to face. These could be cultural 
barriers, language barriers, etc. which hinder the process of marketing. 
• Therefore, one needs an effective communication system to make the 
marketing process effective. 
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Establishing professionalism while marketing
• There is always a professional relationship between the business and its 
customers and clients. It is required to use a professional language while 
dealing with customers. 
• As a marketer, one must possess good interpersonal skills to connect with 
prospective clients.
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MAJOR MODES OF COMMUNICATION IN 
MARKETING
Advertising
• Advertising helps in creating and maintaining the Brand Equity. It fulfills the 
four objectives i.e., to inform, persuade, differentiate and remind.
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Public relations
• It is a two-way form of communication which identifies, establishes and 
maintains mutually beneficial relationships between an organization and the 
public. 
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Direct marketing
• It means to communicate directly with the target customers through 
telephone, mail or any other electronic means. 
• Direct marketing allows a company to target more precisely a segment of 
customers and prospects with a sales message tailored to their specific needs 
and characteristics. 
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Sales promotion
• Sales promotion are the extra incentives provided by the company in order to 
accelerate the product’s movement from the producer to the consumer. 
Consumer promotions include coupons, samples, premiums, and rebates etc.
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