What is the Role Of

Marketing
Communication?

Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur
 Communication
is sum of all things
which a person
does when he
wants to create an
understanding
in the mind of
another.
-Louis A.
Allen
 Marketing
Communication
Loosely
defined,
MarCom can be
described as all
the messages
and media you
deploy to
communicate
with the market
in order to reach
your target
audience.
3 idiots Marketing strategy

Auto rickshaws bearing

stickers

All Izz Well Butt chairs in

Role of Marketing Communi

Custom
Brand
er
Equity
Equity

Voice of Provide
the Product
Compan informat
y ion

Lead
to
purcha
se
 Voice of the Company
Represent
the voice of
the company
and its
brands
The goal is
to stimulate
a dialogue
that will lead
to a
succession
Contribute to Customer
Equity
Means by which a
firm can establish a
dialogue and build
relationships with
consumers.

Strengthen
Customer
loyalty
 Contribute to Brand
Equity
By creating
brand
awareness and
brand image in
consumers
memories,
Every brand
delivers an
impression that
can strengthen
or weaken a
customers view
 Provide product
information
Companies can
tell or show
consumers how
and why a
product is used,
by whom, when
and where.
Consumers can
also learn who
makes the
product, and
what the
 Lead to purchase
They boost
sales,
strengthen
brand
loyalty, and
can act as a
catalyst for
business
growth