Question: Explain the functions of Communication in marketing ?

Answer : FUNCTIONS OF MARKETING COMMUNICATION

ADVERTISING
Advertising is a marketing communication that employs an openly sponsored, non-personal
message to promote or sell a product, service or idea. Sponsors of advertising are typically
businesses wishing to promote their products or services. Advertising is differentiated from
public relations in that an advertiser pays for and has control over the message. It differs from
personal selling in that the message is non-personal, i.e., not directed to a particular
individual.Advertising is communicated through various mass media, including traditional
media such as newspapers, magazines, television, radio, outdoor advertising or direct mail;
and new media such as search results, blogs, social media, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement, or or advert for
short.
Commercial ads often seek to generate increased consumption of their products or services
through "branding", which associates a product name or image with certain qualities in the minds
of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-
response advertising. Non-commercial entities that advertise more than consumer products or
services include political parties, interest groups, religious organizations and governmental
agencies. Non-profit organizations may use free modes of persuasion, such as a public service
announcement. Advertising may also help to reassure employees or shareholders that a company
is viable or successful.
Modern advertising originated with the techniques introduced with tobacco advertising in the
1920s, most significantly with the campaigns of Edward Bernays, considered the founder of
modern, "Madison Avenue" advertising

DIRECT MARKETING
Direct marketing is a form of advertising where organizations communicate directly
to customers through a variety of media including cell phone text
messaging, email, websites, online adverts, database marketing, fliers, catalog
distribution, promotional letters, targeted television, newspapers, magazine advertisements,
and outdoor advertising. Among practitioners, it is also known as direct response marketing.
The prevalence of direct marketing and the unwelcome nature of some communications has led
to regulations and laws such as the CAN-SPAM Act, requiring that consumers in the United
States be allowed to opt out.

PUBLIC RELATIONS
Public relations (PR) is the way organisations, companies and individuals communicate with the
public and media. A PR specialist communicates with the target audience directly or indirectly
through media with an aim to create and maintain a positive image and create a strong
relationship with the audience. Examples include press releases, newsletters, public appearances,
etc. as well as utilisation of the world wide web.

SALES PROMOTION
Sales promotion is the process of persuading a potential customer to buy the product. Sales
promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as a
method of building long-term customer loyalty.

Some sales promotions are aimed at consumers. Others are targeted at intermediaries and at the
firm's sales force.

When undertaking a sales promotion, there are several factors that a business must take into
account:
PERSONAL SELLING

Personal selling is where businesses use people (the "sales force") to sell the product after
meeting face-to-face with the customer.

The sellers promote the product through their attitude, appearance and specialist product
knowledge. They aim to inform and encourage the customer to buy, or at least trial the product.

A good example of personal selling is found in department stores on the perfume and cosmetic
counters. A customer can get advice on how to apply the product and can try different products.
Products with relatively high prices, or with complex features, are often sold using personal
selling. Great examples include cars, office equipment (e.g. photocopiers) and many products
that are sold by businesses to other industrial customers.

INTERNET MARKETING
Internet marketing, or online marketing, refers to advertising and marketing efforts that use
the Web and email to drive direct sales via electronic commerce, in addition to sales leads
from websites or emails. Internet marketing and online advertising efforts are typically used in
conjunction with traditional types of advertising such as radio, television, newspapers and
magazines.

PACKAGING
Packaging is the science, art and technology of enclosing or protecting products for distribution,
storage, sale, and use. Packaging also refers to the process of designing, evaluating, and
producing packages. Packaging can be described as a coordinated system of preparing goods for
transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves,
transports, informs, and sells.[1] In many countries it is fully integrated into government, business,
institutional, industrial, and personal use.

EVENTS & SPONSORSHIPS

An event sponsorship can be defined as a critical source of funding for all kinds of
events where companies, nonprofits, and small businesses give a certain amount of cash or
incentives, in exchange for both visibility and brand awareness at an event.
CUSTOMER SERVICES
Customer service is the process of ensuring customer satisfaction with a product or service.
Often, customer service takes place while performing a transaction for the customer, such as
making a sale or returning an item. Customer service can take the form of an in-person
interaction, a phone call, self-service systems, or by other means.