Marketing communications are the means by which firms attempt to inform, attract and remind consumers directly of indirectly about the products, services and the brands they sell. It is a perfect medium through which a relation can be build with the consumer and subsequently increase brand loyalty. It allows the companies to link their brands to other people, places, events, brands, experiences and feelings. The major components of marketing communication mix constitute advertising, sales promotion, events and promotion, public relations, direct marketing and personal selling.
Communications effectiveness depends on how a message is being expressed, where the message is being expressed, which type of audience should watch it and more importantly the content of the message itself. The main advertising mediums are television, radio and print advertising. Television is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers. While print ads (magazines and newspapers) because of their self-paced nature can provide much detailed product information. Radio is a particularly effective medium in the morning; it can also let companies achieve a balance between broad and localized market coverage.