In the present day marketing, advertising has become a communication tool for all type of business enterprises including large and small. Even non-business enterprises have recognized the importance of advertising. Advertising is a non-personal tool of stimulating the goals and services. It has acquired the distinction of being the most pervasive channels of marketing communications.

In our daily life, we perceive, listen and experience numerous products at home, in a shop, while traveling in the bus or train etc, and many talk about their individuality. It is, therefore, anything which turns person’s attention towards it is termed as 'advertising' and the way through which the advertiser makes people aware, is communication. In this wat advertising and communication are related to each other.

Marketing communication presents a set of messages to target market through numerous media or cues. The messages try to create a favorable response from the market towards the company’s total product offering. The company tries to get back adequate feedback from the consumers which points out their response, reaction and their reinterpretation of the messages. The feedback enables the company to improve and modify its total product offering.

The key elements of marketing communication are sender of the message or communicator, message in the form of commercial ideas, sales story, package print, advertising copy; channel or media, the vehicle carrying the message, a sales person, sales literature, phone, television, radio, press etc, receiver a prospect, customer, reseller, purchase influencer and the audience, feedback in the form of response, reaction, counter-proposal, or the returned communication called feedback from the receiver to the sender.

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Formal communication is that which is connected with the formal organizational arrangement and the official status or the place of the communicator and the receiver. It moves through the formal channels authoritatively accepted positions in the organization chart. Formal communication is mostly in black and white.

Formal communication can be defined as, “A presentation or written piece that strictly adheres to rules, conventions, and ceremony, and is free of colloquial expressions.”

It connotes the flow of the data by the lines of authority formally acknowledged in the enterprise and its members are likely to communicate with one another strictly as per channels constituted in the structure. Thus, it is a purposeful effort to influence the flow of communication so as to guarantee that information flows effortlessly, precisely and timely.

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Oral communication is direct face to face communication between two or more persons. In oral communication, the sender and receiver exchange their thoughts or ideas verbally either in face-to-face discussion or through any mechanical or electrical device like telephone etc.

The real meaning of communication is getting the receiver and the sender tuned together for a particular message. Communication takes place when one person transfers some understandable data to another person. It also includes the exchange of thoughts, opinions, sentiments, facts, and information between two or more persons. Feedback is very important as it assures that your message should be properly conveyed to the receiver.

The essential features of an effective communication system are keys for productive communication. The chief principles or characteristics of an effective communication system are as follows: -

Effective communication is crucial for the success of an organization. Communication takes place when one person transfers data and understanding to another person. An effectual communication is one which is properly followed by the ‘receiver of the message and his feedback is known to the ‘sender’ or transmitter. The below are some points that may be taken to lessen communication barriers for making it more valuable: -

- It is very important to be familiar with the ‘audience’ for whom the message is meant. The message to be communicated must be clear in the mind of the communicator because if you don’t comprehend an idea, you can never convey it to other person. The message should be adequate and apposite towards the communication purpose.

“Communication serves as the lubricant, fostering for the smooth operations of the management process.”

Communication is the nerve system of an enterprise. It is said to be no.1 management problem today. Thus, it is crucial for the management to maintain proper flow of communication in all directions.

But in practice, all messages are not successfully channeled or received. Various obstacles, blockades, difficulties, stoppages or constrictions, known as barriers to communication, disfigure the message and make communication ineffective. These communication barriers cause confusion and conflict between persons living in the same society, working on the same job and even persons living in different parts of the world who even do not know one another.