This section will detail all the terminology and literature available for marketing communication. Various literatures will support to understand the concept of marketing communication and its significance aiming to support the research topic. Different tools are identified such as promotion, publicity, social media promotion, advertising, etc. by the companies to make easy and effective communication with the market and consumers. Effective communication strategies as part of the marketing, helps to identify the target audiences and convert them to become end users.
Cadbury has always been considered to advertise with emotions and sentiments in order to attract the customers and being loyal with the product. Due to intense competition in the marketplace, it becomes difficult for companies to sustain with their products and gain the competitive advantage until they come up with a stronger and effective marketing approach (Brexendorfet.al., 2010)
Consumer’s behavior, attitude, trust for the product, brand awareness, loyalty and most importantly associating with the individual mind set are heavily influenced by the marketing communication programs. Organizations are investing huge amount of money on communication targeting to build brand loyalty, and customer satisfaction. Cadbury has gained the brand loyalty by its most effective communication plans and programs as part of its marketing strategies. Several programs have made the company to gain competitive advantage over others. Excellent brand loyalty creates hindrances for the competitors to enter in to the market, affect their sales volume thus an gaining loyalty through various communication plans ensures to achieve the organizational growth.
In today’s market, consumer satisfaction is the most targeted element for organizations growth strategies that helps to increase the product loyalty by developing customer loyalty (Nam, Ekinci&Whyatt,2011). Once customers are satisfied and associate their requirement with the brand, they become fewer prices sensitive and thus it becomes tough for the competitors to enter in to the market or gain competitive advantage. Hence, effective communication certainly helps to ensure loyalty of the brand among its customers and facilitates competitive advantages in the global marketplace.
本节将详细介绍所有的术语和可用的营销传播文学。各种文献将支持了解营销传播及其意义的研究课题，旨在支持的概念。不同的识别工具，如促销，宣传，社会媒体宣传，广告等，由公司进行简单而有效的市场和消费者的沟通。有效的沟通策略，作为市场营销的一部分，有助于确定目标受众，并将其转换成最终用户。
吉百利一直被认为是广告以情感来吸引客户，忠诚与产品。由于在市场激烈的竞争，这就成为企业维持与他们的产品和取得竞争优势，直到他们想出一个强大和有效的营销方法困难（brexendorfet。阿尔。，2010）
消费者的行为，态度，对产品的信任，品牌知名度，忠诚度，最重要的是与个人心态的营销传播计划的很大影响。机构的投资金额巨大的沟通目标建立品牌的忠诚度，与客户满意度。吉百利的最有效的沟通计划，作为营销战略的一部分获得的品牌忠诚度。几个项目已使公司获得对他人的竞争优势。优秀的品牌忠诚度为竞争对手进入到市场障碍，影响他们的销售量从而获得忠诚通过各种通信计划确保实现组织的生长。
在今天的市场上，消费者的满意度是最有针对性的元素的组织增长战略，有助于培养顾客忠诚度提高产品的忠诚度（NAM，金吉和怀亚特Wyatt的变体，2011）。一旦客户满意和他们的需求的品牌联想，他们越来越少，价格敏感，因而成为艰难的竞争对手进入市场或获得竞争优势。因此，有效的沟通有助于确保在其客户的品牌忠诚度，有利于在全球市场的竞争优势。
