"Any form of communication that takes place between the marketer and the consumer, is referred to as marketing communication. The process is initiated by the marketer who through a communication program informs the public about his product/service offering, creates a favorable attitude and elicits action on the part of the consumers. The marketers effort takes place through the communication mix or the promotion mix, be it advertising, sales promotion, publicity and public relations, personal selling and direct marketing. Source: http://in.docsity.com/en-docs/Opinion_Leadership_-_Consumer_Behavior_-_Solved_Quiz_"
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