Marketing communications attempt to inform, persuade and remind consumers, directly or indirectly, about the products and brands that they sell. They tell the consumer how and why a product is used; by what kind of person; where and when; who makes the product; what the company and brand stand for; and it can give consumers an incentive or reward for trial and usage.
Marketing communications plays a critical role in creating awareness and arousing interest and desire of trial and ultimately purchase of the product/service in society. It can contribute to the brand equity by crafting brand image and embedding the brand in the consumer’s memory.