ABSTRACT
Communication is the element of the marketing mix that covers the many forms of the firm’s contact with existing customers or potential customers. It can be indirect, such as product packaging, mailshots, newspaper advertising, and word-of-mouth recommendation or direct, such as personal representation and point-of-sale contact. Each method of communication varies in the degree of influence it can exert on the customer and the choice and balance of methods used will depend on what objective needs to be achieved at a particular point in time. The objectives – which should be guided by the overall marketing strategy – may vary from simply making customers aware of something new to inducing the sale of the product or service.
