In yester years, marketing communication basically focused on promoting the brands. These days it aims at creating favourable feelings about the brands and their makers on the social media. If the brand is liked, there is a cascading effect — the word spreads more rapidly and farther than the traditional advertising. And yes, with greater impact.

Marketing communication was treated as advertising in print and electronic media. Digital advertising and social media has expanded the scope. Non-traditional media too have come in the picture.

Effective communication is that communication which creates the desired response in the audience.