The Impact of Marketing Communications On Customer’s Response

Abstract

The purpose of this paper is to provide additional insight into some of the theoretical and managerial issues of marketing communications in the changing environment. We approach this task from the organizational point of view - primarily from the perspective of how company’s response is affected by different factors of marketing communications. We will classify and analyse four different marketing communications factors influencing the customer response (i.e. factors related to the communication, customer’s knowledge, customer’s goals and situational factors). The links between these constructs are explored and it is argued that marketing communications factors play a critical role in customer’s response. The paper consists of the theoretical framework for the role of marketing communications factors for the customer’s response and the empirical analysis, based on the primary data collected. This paper presents the results of a study that examines factors affecting customer’s response in the sample of Slovenian companies.