Communication.

... Communication is "The transmission of information, ideas, attitudes, or emotion from one person or group to another (or others) primarily through symbols" (Theodorson and Thoedorson, 1969). Communication can take place in a number of forms, including verbal communication, written communication and non-verbal communication. In virtually all types of communication, and certainly marketing communications, the following elements are present: The Sender (source, transmitter) All communication requires that there be a sender from which the communication stems. This could be, for example, a broadcasting authority, the editor of a newspaper or an employer or marketer. The Reciever (audience) The second key element in the communication process is the party or person with which we wish to communicate. Unless and until the intended audience receives the message, there is no possibility of effective communication. In many cases the target audience for marketing communications is the customer or at least the potential customer. However, much marketing communication

want to read more? →