Below is a complete, exam-ready, long and detailed answer on Advertising & Communication, covering ALL topics you asked—definitions, nature, objectives, functions, principles, forms, importance, limitations, manager-focused importance, etc.
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.
