Introduction

In this course, we emphasize the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service but also because of the long-term effects of communication. Traditional marketing models fail to capture the complexity of contemporary consumer behavior. Simple cause and effect can no longer be relied upon as a predictive guide for consumers or markets. Established communication models, particularly those which picture communication as a magic bullet fired at the customer's mind to ensure compliance with marketing plans, are similarly inadequate. Instead, both academics and practitioners are embracing models that acknowledge the autonomy and unpredictability of customers. Communication is, of course, essential in any relationship. Building and managing relationships with consumers and customers have a direct bearing on marketing communications. Marketing communications help define an organization's relationships with customers not only by the kind of messages exchanged but also by the choice of media and occasion to suit their customers’ preferences. Communication models can act as a predictive guide, but in the end, it is important to recognize the autonomy and unpredictability of consumers.