Advertising and Communication
Meaning of Communication
Communication is the process of exchanging information, ideas, emotions, facts, and messages between two or more persons for the purpose of understanding.
Definitions of Communication
1. Newman & Summer:
“Communication is an exchange of facts, ideas, opinions or emotions by two or more persons.”
2. Keith Davis:
“Communication is the process of passing information and understanding from one person to another.”
3. Fred G. Meyer:
“Communication is the process by which people attempt to share meaning through symbolic messages.”
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Nature of Communication (Characteristics)
1. Two-way process – Requires sender and receiver.
2. Continuous process – Communication never stops.
3. Goal-oriented – Aims to create understanding.
4. Pervasive – Occurs at all levels of organization.
5. Human activity – Based on behavior, emotions, and psychology.
6. Information sharing – Exchanges facts, ideas, feelings.
7. Based on understanding – True communication happens only when the message is understood.
8. May be verbal or non-verbal – Words, gestures, symbols, voice tone, etc.
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Objectives of Communication
1. To provide information
2. To create understanding
3. To motivate employees
4. To influence behavior
5. To build relationships
6. To take decisions
7. To solve conflicts
8. To coordinate activities
9. To ensure effective management
10. To promote organizational image
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Characteristics of Effective Communication
1. Clarity – Message must be clear and simple.
2. Completeness – All essential details must be included.
3. Correctness – Accurate and free from errors.
4. Conciseness – To the point.
5. Courtesy – Polite and respectful.
6. Consistency – Message should match the actions.
7. Feedback – Confirms understanding.
8. Relevance – Must relate to the topic.
9. Timeliness – Sent at the right time.
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Functions of Communication
1. Informative Function
Provides information about policies, rules, tasks, and performance.
2. Directive / Instructional Function
Guides employees on what to do, how to do, when to do.
3. Motivational Function
Encourages employees through appreciation, rewards, and support.
4. Emotional/Expressive Function
Helps express emotions, feelings, and attitudes.
5. Integrative Function
Builds teamwork, unity, and coordination.
6. Control Function
Helps managers monitor performance and behaviors.
7. Decision-making Function
Basis for rational and effective managerial decisions.
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Principles of Communication (7 Cs + More)
1. Clarity
2. Conciseness
3. Correctness
4. Completeness
5. Courtesy
6. Consideration – Understand receiver’s viewpoint.
7. Concreteness – Solid, specific facts.
8. Credibility – Honest and trustworthy communication.
9. Continuity – Ongoing flow of information.
10. Feedback Principle – Encourage response.
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Importance of Communication
1. Basis of Managerial Function
Planning, staffing, directing, and controlling depend on communication.
2. Essential for Coordination
All departments coordinate through communication.
3. Helps in Decision Making
Managers need accurate information to make decisions.
4. Employee Motivation
A motivated employee is one who receives recognition and guidance.
5. Building Company Image
Good communication improves internal and external reputation.
6. Ensures Smooth Operation
Reduces conflicts, misunderstandings, delays.
7. Facilitates Leadership
Leaders influence people through strong communication.
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Limitations of Communication
1. Language barriers — slang, technical words, poor vocabulary
2. Cultural differences
3. Noise — physical, psychological, semantic
4. Poor listening habits
5. Incorrect assumptions
6. Information overload
7. Emotional interference
8. Lack of clarity
9. Poor feedback mechanism
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Forms of Communication (In Detail)
1. On the Basis of Organizational Structure
a. Formal Communication
Official, structured
Flows through organizational hierarchy
Example: Memos, reports, official letters
b. Informal Communication (Grapevine)
Unofficial, spontaneous
Example: Rumors, casual talk, friendships
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2. On the Basis of Direction of Flow
a. Downward Communication
From managers → employees
Examples: Instructions, orders, rules
b. Upward Communication
From employees → managers
Examples: Suggestions, grievances, reports
c. Horizontal Communication
Between same-level employees
Example: Department coordination
d. Diagonal Communication
Across different departments & levels
Example: Sales executive talking to finance executive
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3. On the Basis of Expression
a. Verbal Communication
Oral: Meetings, phone calls, speeches
Written: Emails, letters, reports
b. Non-Verbal Communication
Gestures, posture, eye contact
Body language, facial expressions
c. Visual Communication
Charts, graphs, diagrams, posters
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Importance of Communication to Managers
Management is the art of getting things done through people — and communication is the tool that makes this possible.
Why Communication is Important for a Manager?
1. Helps in Planning
Managers receive information from the environment and prepare plans.
2. Essential for Organizing
Managers assign roles and responsibilities through communication.
3. Required for Staffing
Interviews, selection, training—all depend on communication.
4. Important for Directing
Guidance, orders, supervision are communication-based.
5. Ensures Coordination
A manager synchronizes the efforts of all departments.
6. Improves Leadership
Managers influence employees through clear communication.
7. Helps in Control Function
Feedback helps managers compare actual vs. planned performance.
8. Motivates Employees
Through appreciation, guidance, and support.
9. Builds Teamwork
A manager develops unity among employees with effective communication.
10. Conflict Resolution
Communication helps solve disputes and misunderstandings.
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Who is a Manager? (Short Explanation)
A manager is a person who plans, organizes, directs, and controls the activities of an organization to achieve goals through other people.
A manager uses communication as his main tool to guide and influence the team.
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Why Communication is More Important for Managers?
1. They act as a link between top management and employees.
2. Their success depends on how effectively they communicate goals, tasks, and expectations.
3. Managers spend 70% to 90% of their time in communication activities (meetings, emails, calls).
4. Effective communication improves productivity and reduces errors.
5. Poor communication leads to misunderstandings, conflicts, and failure.
