Marketing communication presents a set of messages to target market through numerous media or cues. The messages try to create a favorable response from the market towards the company’s total product offering. The company tries to get back adequate feedback from the consumers which points out their response, reaction and their reinterpretation of the messages. The feedback enables the company to improve and modify its total product offering.

The key elements of marketing communication are sender of the message or communicator, message in the form of commercial ideas, sales story, package print, advertising copy; channel or media, the vehicle carrying the message, a sales person, sales literature, phone, television, radio, press etc, receiver a prospect, customer, reseller, purchase influencer and the audience, feedback in the form of response, reaction, counter-proposal, or the returned communication called feedback from the receiver to the sender.