This article discusses the importance of having a communications plan in marketing and communications. It explains how a well-executed plan can inform the target audience and improve sales. The article also highlights the key elements of a communications plan, such as consistency, attention, interest, desire, and action. It further explores the promotional mix theory and the use of various channels, such as public relations, personal selling, and sales promotion. Additionally, it emphasizes the significance of collecting feedback to enhance customer satisfaction and loyalty in the banking sector.