fundamentals of Advertising

Communication is the expression of an idea, message, facts or information that may be verbal, nonverbal or vocal that is read, perceived and heard by another person. It influences motivation for enhanced performance and builds better understanding between the boss and the subordinates. Good communication also creates better interpersonal relations.

Today communication has become an integral part of our life. The role of communication cannot be underestimated. The role of communication cannot be underestimated. The significance of Communication can be gauged by the facts that whenever there are impediments in the communication process, the flow of activities losses its momentum and mis-understanding may crop up resulting in failure or relationship and situational breakdowns.

The concepts of inner side of effective people(ISEP)and inner side of effective people (ISEC) are at the basis of all effective communication. Good communication need to know about the various types of communication and how you can integrate qualities for effective communication. There are different types of communication.

The major three types of Communication are as follows.

• Personal Communication
• Interpersonal Communication
• Organizational Communication

1. Personal Communication

Personal Communication enables an individual to shape self concept and develop one's convictions. It helps one to think, plane, analyse and interpt ideas and messages. It also gives the opportunity to think of new ideas and be creative about new decisions approaches and solutions to organisational or official problems. This type of communication has very great value to an individual and to an organisation.

2. Interpersonal Communication

Interpersonal Communication refers interacition with a small group, on a one to one basis. The benefit of interacting with fewer people makes it possible for people to open up and discuss matters to one another's convenience. The possibility of exchange of views and opinions on the spot makes this types of communication very valuation to an organisation. Staff meeting, briefings about work to be carried out, feedback and customer relations are some examples of this types of communications.

3. Organisational communication

This is at the very root of a successfully governed, well- understand and networked organisation without a positive communication climate, no organisation can either function or survive the complexities that besiege it everyday. Communication takes place constantly in an organisation. From the board room decision to team briefing to shop floor instructions and departmental meetings, communication takes place because information has to be passed on, discussions have to take place and work has to go on.

State the major role of Communication in marketing ?

Producer companies producer/manufacture goods or services and communicate information about them to the customers through communication media. Such information motivates customers to buy the products or services. Communication media should be used to communicate the information about the products. Communication plays an important role in business world. It also establishe a deep ralationship between seller and customers. In this way, proper contact, discussion, talks, debate, information, views, feeling etc. can be exchanged through communication media.

Communication media establishes relationship and understanding among one another. For such activities radio TV, mail, internet, telephone, newspapers, etc.are used. The producers request the customers through such media to the customers to buy their products. Information or messages are also to indentify the needs , wants, desire and interest of the customers. Sometimes there may be misunderstanding between seller and customers, in such condition the flow of information helps to end the misunderstanding and creates an easy environment.

The customer of target market express reaction after the information, messages and ideas have been communicated. Through the same the needs , wants desire etc. of the customer can be understood. in fact, the communication has an important role in sale and distribution of products or services. The role or services. The role of Communication can be made clearer form the analysis of the following points.

1. To indentify the customer's interest
2. To conduct feasibility study of the market
3. To provide information about the product or services.
4. To make easy to research the market
5. To have knowledge about the government policy and program
6. To get knowledge about market competiton
7. To make promotion easy
8. To increase market size
9. To have less cost more profit