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.

Communication which flows from the superiors to subordinates is known as downward communication. In an organization structure, the superiors utilize their abilities to attain the desired targets which mean that they may be engaged in issuing commands, directions and policy directives to the persons working under them (at lower levels). Under downward communication, the superiors anticipate instant recital of a job that’s why it is highly directive.

Downward communication can be defined as, “Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies).”

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.

The importance of communication in the context of modern industrial set up is enormous. It is essential for decision making and planning. It enables the management to secure information without which it may not be possible to take any decision. The quality of managerial decisions depends upon the quality of communication.

Communication is a primary requirement for making decisions. In its absence it may not be possible for the top management to take any decision. Information must be received before any meaningful decision can be made. The big organizations are designed on the basis of specialization and division of labor. Coordination is a must for the efficient functioning of an enterprise. Coordination requires mutual understanding about the organizational goals, the mode of their achievement and the inter relationships between the work being performed by various individuals and all this can be achieved through communication only.

Communication is considered to be an essential human skill. The ability to communicate effectively has become one of the major skills of a successful manager. An organization without proper communication network is derisory and imperfect. The main objective of communication is to grease and assist the organization. It helps management in planning effectively and controlling efficiently.

The chief aim of communication is to effect change in someone, i.e., to shape action or to secure inactiveness in the total interest of a business enterprise. It is a flux that binds people together in an organization. It can be considered as the inspiring force resulting to industrial harmony and can be a device for ascertaining and taking remedial action to ensure the achievement of the desired goals.

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.

Communication is the activity that sets humans apart from the lower beings. We cannot think of any of daily activity happening without communication. In fact, we cannot survive properly without proper communication. Effective communication allows us to comprehend others and makes ourselves understand.

Communication plays an important role in management. Nothing happens in management until communication takes place. It is a well-known fact that mangers spend most of their working time in communication with others.

The three main constituents of communication are sender, message and receiver. A person who conveys some message is known as encoder or sender. The message is the subject matter of communication. If there is no message, there is no communication. The person for whom the communication is meant or who receives the message is the decoder or receiver.