Communication is the transfer o information from one person to another person. It is a way of reaching others by transmitting ideas, thoughts, feelings and values. It’s goal is to have the receiver understand the message as it was intended.
When communication is effective, it provides a bridge of meaning between the two peoples so that they can each share or interact what they feel and know. By using this bridge, both parties can safely cross the river bridge of misunderstanding that sometimes separates peoples.
So communication means the exchange o ideas, facts, opinions and emotions between at least two parties to achieve certain objectives. It is the soul of modern large scale enterprises and marketing organizations. There should be close and constant contact in them, so that the desired work could be performed effectively.
We can define that communication is the systematic process of creating mutual understanding through exchange of message. It is a transnational process between two or more parties whereby meaning is exchanged through the intentional use of symbols.
Communication is thus an attempt to share understanding by two or more persons. It is a two way process and is completed when there is some response from the receiver of information. Effective communication is marketing and advertising.
Traditional view of communication holds that communication is the transmission of information from one person to another person. The effort of result of communication is not considered , hence this point view is not adequate for an effective communication to take a place. The sender is not sure whether or not the receiver correctly received the message sent.
The modern view of communication process can not be complete without considering whether the message sent was received and correctly understand. Thus, effective communication is the process of sending a message in such a way that the message received is as close in meaning as possible to the message intended.
So, advertising is the most essential and widespread form of promotion. Simply, advertising defines the means employed to draw attention to any object or purpose. In the context marketing, advertising can be defined as mass paid communication of goods, services or ideas by an identified sponsor. It is paid communication because the advertiser has to pay for the space or time in which his advertisements usually provide information about the advertising.
Advertising is the paid communication of firms messages through impersonal media. The messages may be audio, as in radio or newspapers or cinema advertising everywhere is used to achieve various marketing goals.
Which includes pawing the way for the sales-force, gaining distribution, selling products, improving brand image and so on. The purpose of advertising is to convince people that products are of use of them in one way and another.
If people agree, they will buy them, However advertising must do it’s job very quickly. It’s play a vital role in promoting a product or services of any company that would like to reach their target audience with a relevant advertising message.
It’s a life blood of any product success in the market place. It’s the responsibility of the companies to choose right advertising agency, right message to reach out to right target audiences to get a good brand recall and gain high market share of their products or services.