Olujimi Kayode
MARKETING COMMUNICATION has been defined as the sharing of information, concepts, and meanings about products, services and the organization that sell them, by the source and receiver.
A more elaborate definition is: Marketing Communication is targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet.
Marketing communications is essentially a part of the marketing mix. The marketing mix defines the 4Ps of marketing, price, place, product and promotion, and Promotion is what marketing communications is all about.
Subsisting within the marketing mix is another, the promotion mix which simply refers to the blend of advertising, selling, public relations and sales promotion. A commonality shared by all elements of the promotional mix is that their function is to communicate.