Advertisement and Promotion

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Effective communication

This means the two ways communication process which involves the sender sending a message that is easily understood by the recipient. Effective communication helps to make a better understanding of a person’s situation, enables to resolve differences, and also it built trust and respect.

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Verbal communication

Verbal communication is the form of communication in which the message is transferred verbally. This can be further classified as written and oral communication. In oral communication spoken words are used. It includes face to face communication or conversation over the phone or chatting through the internet. In written communication, the message can be transferred through letter, memos, report and email.

Non verbal communication

Non-verbal communication is the body language of the person who is speaking; it includes the body language and the body movements. The facial expressions are the one which plays a major role in non-verbal communication.

Formal communication

Formal communication is the all sorts of business communication and style of this communication is official and very formal. Mostly this type of communication may occur in official meetings and conferences. Formal communication is straightforward, very official and always specific.

Informal communication

Informal communication is takes place through channels which is difference with formal communication channels. Usually it happens in casual talks among friends and family and also in face to face discussions in organizations. Informal communication is done by using gestures and orally. It helps to build relationships.

The communication process

Communication process involves a sender and a receiver transmitting information via a communication channel. The outcome of any communication process is understanding

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The main parts of communication process are:

- Sender/encoder - sender is the person who sends a message. A sender can be individual or group. A sender can send the message by writing or verbally; using the communication channels like letters, telephone calls, emails, etc. the sender’s skills, competencies, views, knowledge have a great impact on the message.

- Message- the message is the main part of the communication process. The process of communication starts with deciding the message to be delivered. A message should be very clear and it should be easy to understand by the recipient.

- Medium- it is a physical path by which a message travels from the sender to the receiver. The sender who is sending the message should choose an appropriate medium for exchange the message. Choosing a better medium to exchange the message is very essential for making the message correct and effective. This choice is depends on the feature of communication.

- Recipient/decoder- recipient is the persons who receives the message or the person whom the message is targeted. The receiver understands the message is depending on some main factors. They are the knowledge of the recipient, the recipient’s responsiveness to the message and the confidence of sender on receiver.

- Feedback- feedback is also the essential part on the process of communication. It is all about how the receiver understands the particular message. It helps the sender to confirm the correct understanding of the message by the receiver. Feedback can be verbal or nonverbal.

The communication process will help to

- Exchange the message through communication channels.

Promotional communication

This is the process of transferring the information about the goods and the company to the customers target market. The main reason of this communication is creating a positive approach in customer’s perception and convincing them to buy the company’s product.

Promotional communication also gathers the information from the target market as a feedback. And also it includes activities like information change with customers, solving the customer’s problems and communication with the distributors.

Purpose of promotional communication

The promotional communication process is the overall goal of a business organization is to create loyal customers through an attempt to describe and deliver value to them. The promotion serves as the link between sellers (senders or encoders) and consumers (receivers or decoders) with the aim of influencing, informing or persuading a potential customers buying decision. The development of media system has allowed sellers to become marketers as they communicate the quality and suitability of their goods to consumers. Through the use of communication process, the main aims of promotion are: to provide information to customers, to increase the demand of the products, to distinguish a product and to be stable in sales.

(Erickson., 2011)

How communication process works for advertising

Advertising is the most public form of communication and is an important part in any communication model. Communications and advertising connected one into each another, if one part is weak it reflects badly. When a particular company is advertising their product, that message is delivering through the communication process. Advertising is most effective form of promotional method. The message can be easily transfers to the target customers through advertising.[pic 15]

The communication process which works for advertising is called as advertising communication mode. There are six steps in communication mode. It includes, the sender presents the message, encodes the message, then transmit the message. Another three steps are connected with the receiver. That includes, the receiver gets the message, decodes the message, and finally send feedback.

During an advertising communication model the advertiser deliver his idea to an advertising agency. In the encoding stage, the

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