Marketing communication refers to all activities and tactics that a company uses to communicate with its target audience. These can include advertising, public relations, sales promotions, direct marketing, sponsorships, and personal selling. Marketing communication programs are designed to create awareness of the brand or product, generate interest, build preference, and ultimately drive sales. They involve a combination of different channels, messages, and creative elements that work together to convey a consistent message about the company's value proposition and differentiators. The goal is to establish an emotional connection with customers and persuade them to take action by purchasing or engaging with the brand in some way.