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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Advertising executes its task when it appends to propelling the consumer from one level to another in the communication field; cognizance of the product existence, knowledge of the features and advantages, balanced or arousing certainty of the benefits. Finally, this activity turns into sale. Advertising aim is to execute certain parts of communication job with greater economy, speed and volume.

Mail order advertising moves a prospect through the entire cycle of communication spectrum. It can shift a reader from unawareness to cash-in-advance or cash-on-delivery sale. In consumer package goods, advertising can carry the major part of the marketing communication work load; from awareness right up to action, i.e., products sold through self-service stores.

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).”

Advertising aims must be sloping around the communication process. Communication tasks are building up brand alertness, altering consumer thoughts, colligating pleasing ideas with products, and communicating customer about product dimensions and properties.

The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: -

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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.