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Communication is a fundamental component of the marketing mix. It takes place after the product has been manufactured and the other variables in the mix have been set up: product, price and distribution. It involves making the existence of a product known and promoting it. From this point of view, the brand or the company must adopt an adapted communication policy in order to reach and convince the target market.

While the primary purpose of communication is to sell a product or service, it also allows for the transmission and sharing of knowledge to the target audience. Carried out according to the rules of the art, it makes it possible to influence the attitude and behavior of consumers towards a brand, a company, a product or a service. In all cases, the content of the communication must always be truthful. The brand or company must always tell the truth about itself, its products and services.

For an effective communication, the brand or the company must adapt the communication to the expectations of its target customers. The choice of communication tools must take into account the product to be promoted, the nature of the target clientele, the type of distribution and the available budget. Generally speaking, there are 3 main elements of successful communication: concentration, continuity and redundancy, in other words repetition.

Communication can be visual, written, verbal and non-verbal.