Marketing Communications are the means by which firms attempt to inform, persuade, and remind consumers --- directly or indirectly --- about the products and brands they sell. In a sense, marketing communications represent the “voice” of the company and its brands and are a means by which it can establish a dialogue and build relationships with consumers.
Marketing Communications also perform many functions for consumers. They can tell or show consumers how and why a product is used, by what kind of persons, and where brand stand for; and they can get an incentive or reward for trial or usage. Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings, and things. They can contribute to brand equity --- by establishing the brand in memory and creating a brand image --- as well as drive sales and even affect shareholder value.
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