The Significance of Marketing Communications Essay

The Significance of Marketing Communications - Essay Example Consequently, the company must communicate with the existing and potential consumers. Communication takes the form of sales promotion strategies and advertisements. Marketing success only comes when a company has a comprehensive understanding of consumers’ demographic structure. Nike Company, for instance, used catchy word â€Å"just do it† to attract customers for its products (Foster, 2011). Despite establishing attractive and quality products for consumers, a competitive market would demand that there exist goodwill between the company and consumers to foster hope that the product on sale will succeed. Such hopes help in building loyalty that keeps consumers to company in question products (Hill, 2014). Marketing communication strategies, therefore, are vital in building good image between it and the citizens as a leading corporate. The image building process becomes a reality when company publicizes its charitable activities. Communication also improves the competitive advantage of the company over competitors (DahleÃŒ n & Lange, 2009). The company maintains a superior advantage over its competitors. The company in question can use communication effectively to expose the competitor’s weakness to its customers. Communication also helps companies to attract talents that the company need to by demonstrating to employees that the company provides the best work environment. Through publications, annual awards provide for the list of best companies to work. Ashton, J. K., & Pressey, A. D. (2011). The Regulatory Challenge to Branding: An Interpretation of UK Competition Authority Investigations 1950-2007. Journal of Marketing Management, 27(9/10), 1027-1058.