MARKETING COMMUNICATIONS

HOW COMMUNICATION WORKS?

We know by now that communication, simply speaking, is sharing of information between the two parties. Such an exchange could be oral or written, personal or public using words, figures, symbols or a combination thereof. The process of communication begins when one party (called source, sender or communicator) wishes to communicate with another party (the receiver). Communication is complete when the receiver understands in the same sense what the sender wished to communicate. The various elements of a typical communication process are given in Figure I.

Figure I: Elements of the Communication Process

READ MORE >>

READ MORE...