“Marketing communication or promotion is one of the elements of the marketing mix and is responsible for putting the marketing offer to the target market. It is the planned and integrated communication activity that communicates with an organization’s stakeholder” (Fill C, 2002). According to Varey, 2002, marketing communication plays a vital role for organizations ensuring a stronger relationship with customers and makes them loyal for the product.
This research would focus on analyzing the importance of perceived spending on marketing communication aimed to increase the brand equity of the company. Theoretical approach and overview of the marketing communication would be detailed in this section. Consumer behavior, distribution channel, changing preferences, role of media and social networking, pricing behavior etc. are emphasized with respect to the importance of communication in the marketing. These concepts will be analyzed focusing on increasing the brand loyalty, awareness and quality of the product. In addition this paper would be focused on measuring the role of marketing communication ensuring organizations to attain their primary objectives and growth.