The importance of Marketing Communication Essay

The importance of Marketing Communication - Essay Example The process of any effective communication has six constituents i.e. the context, the sender, the message, the medium, the receiver and the feedback. The intention of communication is achieved only when the receiver successfully decodes the message in its truest sense and provides feedback to the sender. The American Marketing Association defines marketing as "an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders" (American Marketing Association, n.d.). Communication is the most critical aspect of a thriving marketing plan. The stake-holders are to be properly communicated in terms of organisational objectives, strategies and policies. The end-users i.e. the customers or the business partners (the stakeholders) should have fair knowledge about the product line, the availability of the products, the price and the promotional measures. All of these can be achieved only with proper communication as and when required. Even with all other things in place, without effective communication, the organisation can never expect to reach its desired goal. The supermarket giant of United Kingdom, Sainsbury's Plc was established in 1869. The most reputed standing major in the sector of super market chain, over the period of time Sainsbury's Plc has been regarded as heritage provider of safe, healthy, tasty and fresh food. The company also has the credit of constant improvement to provide the foods according to the requirements of the customers and maintains special attention towards the freshness of the food. The company serves more than 18 million customers per week and the market share of the company is around 16%. The company claims that their large stores offer a whole range of variety products of at least 30,000 types and also cater to the markets of non-food products and services from many of the stores. The company has five core principles namely The best for food and health Sourcing with integrity Respect for our environment Making a positive difference to our community A great place to work. ( J Sainsbury Plc, n.d.). Marketing Communication Mix The marketing communication can be expected to be successful only with proper mix of the various components of it. The different features are as follows: Advertising - Advertisement id the most sought technique of marketing communication. The advertisements are general in nature and are used to reach the geographically scattered customers. It contributes towards the long term relationship of the company with the client. Public Relations - Public relations is more of a formal channel of marketing communication. It includes formal press releases, advertorials, organisation of parties in favour of the products. It also ranges to sponsorships. Sales Promotion - Sales promotion is another constituent of the marketing communication mix. The techniques involved in sales promotion include discounts, coupons, premium offers, interesting contests, etc primarily with the objective of drawing quick buyer response. Direct Marketing - The modes of marketing that are intended to effect