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A Brief and Systematic Study of Evolution of Marketing Communication Efforts from Beginning to the Present Age

Author: 
Dr. Sanjay Shrivastava
Subject Area: 
Social Sciences and Humanities
Abstract: 

In the present business scenario, marketing communications has a very significant and specific role to play. Indeed, marketing communication is an effective and essential tool through which organizations disseminate ideas and information about their brand and product to the large masses. Communication is the first and foremost need of any business and plays a cardinal role in marketing. Marketing communication comprises of multiple efforts majorly Advertising, Direct marketing, Branding, Packaging, Online presence, Printed material, PR activities, Sales presentations, Sponsorships, Trade show appearances, and Integrated Marketing Communication. In the early phase of marketing communication only print media of conveying a message was mostly used but in today’s times emails, SMS, radio, blogs, television, company websites, social media, and digital marketing have taken the forefront. The present study focuses on phase development of marketing communication and brings forth a systematic description and understanding of its evolution from beginning to the present age.

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