THE ROLE OF ADVERTISING IN MARKETING COMMUNICATIONS

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands that they sell. In a sense, marketing communications represent the “voice” of the brand and are a means by which it can establish a dialogue and build relationships with consumers.
Marketing communications perform several functions for consumers.

Although advertising is often a central element of a marketing communications program, it is usually not the only one – or even the most important one – in terms of building brand equity. The marketing communications mix consists of several modes of communication:

1. Advertising – Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising can be used to build up a long – term image for a product or trigger quick sales. Advertising can efficiently reach geographically dispersed buyers.
2. Sales promotion – A variety of short term incentives to encourage trial or purchase of a product or service. Companies use sales promotion tools to draw a stronger and quicker buyer response. Sales promotion can be used for short – run effects such as to highlight product offers and boost sagging sales. The advantages of sales promotion are as follows:
3. Communication -   They gain attention and may lead the consumer to the product.
4. Incentive - They incorporate some concession, inducement, or contribution that gives value to the consumer.

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