Conclusion
In a service setting, marketing communications tools are especially important because they serve to create powerful images and a sense of credibility, confidence and reassurance. Through the use of brand names, unified and recognizable corporate- design elements and well- executed servicescapes, companies can give visibility and personality to their intangible service offerings.
Each of the different communication elements described above is a potentially powerful tool that can be used to create and promote a distinctive corporate brand or product identity. It can also be used to communicate with current and prospective customers and sell specific products. Marketing communications, in one form or another, are essential to a company's success. Without effective communications, prospects may never learn of a service firm's existence. People might never know what the company has to offer them or hose to use the products to the best advantage. Customers might be more easily lured away by competitors and competitive offerings and there would be no proactive management and control of the firm's identity.
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