Advertising Management

Communication Process – Meaning And Functions Of Communication

Functions Of Communication – At the same time, the business unit also needs to know the problems and difficulties faced by salesmen, dealers, stockists, distributors, etc. and the suggestions from their side. This two-way communication helps in product planning, product development, price determination, designing promotional programmes, etc. The role of communication in marketing is discussed below.

Functions Of Communication

(1) Provides Information – Communication passes on necessary information to customers, distributors, salesmen, suppliers, stockists, etc. It provides information about changes in various elements of marketing-mix, viz. arrival of new products, modification in existing products, change in price policy, new sale-outlets, sales promotion schemes, exchange offers discount offers, etc.

(2) Attracts Dealers and Stockists – Communication helps to find dealers, agents, stockists for the product of business unit. We often come across ads in newspaper- Wanted Dealers, Stockists’.

(3) Helps to Face Competition – Nowadays, there is very tough competition in the market. Regular marketing communication is must to maintain market share. Otherwise, our market share will be taken over by competitors.

(4) Creates Demand – Effective communication creates demand and makes the persons go to the shop and buy the product. Marketing communication highlights the usefulness of the product. Through communication, rational and emotional appeals are given to audience to make them realise the need of our product.

(5) Promotes Customer Satisfaction – Customer is the core of marketing. Customer satisfaction is key to success. Two-way marketing communication with customers is must. It helps to know taste, liking, disliking, preferences, etc. of customers. So the product can be designed or modified according to consumer tastes and liking. It also helps to know and solve doubts, queries of customers. All this promotes customer satisfaction.

(6) Creates Brand Preference – Marketing communication is very effective in creating brand reference. Through communication, the product is shown in comparison with competitive brands and unique features of our product are highlighted. It promotes brand preference.

(7) Persuades – Through communication, business unit persuades the prospective customers to buy the product, convinces the stockists, dealers to sell our product; persuades the sales force to put in extra efforts to sell the product. For this, business unit shows its product in comparison with competitive products and highlights its key features.

(8) Boosts Morale of Sales Force – Communication helps to know the problems and difficulties faced by sales force in selling the product. It also helps to know and solve their grievances. It boosts morale of sales force.

(9) Reminds – Business unit reminds the customers to repurchase its products. Regular communication helps to maintain product awareness in the minds of customers. For this, business units give regular advertisement at frequent intervals.

(10) Core of Direct Marketing – Communication establishes direct link between manufacturer and consumers. Direct communication eliminates middlemen between manufacturer and consumers. For example, e-shopping and sale through mail can be possible only through communication.

(11) Helps in Product Planning – Product planning refers to decisions regarding type of product, its colour, design, size, packaging, its name, labelling, after-sale services, etc. This planning requires the information regarding customers’ taste, liking, preferences, etc. All these informations are obtained through marketing communication.

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