Marketing communication involves sharing of meaningful data and concepts by the source and the receiver, about products and services. Marketing communication is carried out by markets through the promotion devices including advertising, publicity, salesmanship and sales promotion. There is also informal communication to speed up the coverage of marketing communication.

The successful communication takes place when a sender (source) sends a message and a receiver react to the message in a way that satisfies the sender. Both (sender and receiver) must have the same meaning of the message. Effective communication is equal to: acceptance of the message plus understanding plus acceptance plus action, which means decision to purchase.

Receipt of Message - Understanding - Acceptance - Action (Decision)

In marketing communication, the source or communicator is the marketer who wishes to advertise his product and attempts to convey a message to a receiver. The marketer can send the message in several ways and all forms of promotion are media or channels of communication. The recipient or audience is the target market, i.e. the consumer groups for whom the message is placed. After receiving the message, the consumer interprets it and if his/her predisposition becomes favorable, he/she makes a decision to purchase. Response is the reverse flow of communication from the consumer to the market. When the message is transmitted through personal salesmanship, the seller may have quick response from the receiver. The salesman can balance the message on the basis of buyer reaction. Personal interaction is the best form of communication. Under mass communication, mass sellers must rely for information feedback on dealers, consumerism, complaints from consumers, marketing research or total sales results through sales analysis.