What is Communication?
Principles of Communication
Advertising Communication Model
Communication is a dynamic process that
individuals use to exchange ideas, relate
experiences and share desires through speaking,
writing, gestures or sign language.
Communication is a two-way process of giving
and receiving information through any number of
channels. Whether one is speaking informally to
a colleague, addressing a conference or meeting,
writing a newsletter article or formal report, the
following basic principles apply:
Know your audience.
Know your purpose.
Know your topic.
Present a rounded picture.
Achieve credibility with your audience.
Follow through on what you say.
Communicate a little at a time.
Present information in several ways.
Develop a practical, useful way to get feedback.
Use multiple communication techniques.
Communication is complex. When listening to or
reading someone else's message, we often filter
what's being said through a screen of our own
opinions. One of the major barriers to
communication is our own ideas and opinions
Exercise: Telegraph Game
10% of what they read
20% of what they hear
30% of what they see
40% of what they hear and see
The average person sees an estimated five
thousand ads per day. From commercials on
television and pop-ups on the Internet to
advertising on bathroom stalls and subway
platforms, the messages are endless. Due to
such super-saturation, it's not uncommon for
most of these promotions to get lost in the
And that's why effective communication to a
specific target audience is the key to making
advertisements stand out and get results.
Good advertising and marketing communication
is effective when it generates the advertiser’s
Principle: The intended consumer response is
the message’s objective, and the message is
effective to the degree that it achieves this
To make attitudes more favourable to a
To build an image for the product.
To get across the idea of a unique product
To reduce existing negative attitudes
To keep building loyalty.
To establish the brand and position it in a
particular way, e.g. as warm and friendly
Start with a clear brief. Know what you are trying
Don't try to be everything to everyone. Focus on
your target audience
Be true to the brand – reflect the core values
Be clear – creativity should enhance, not obscure
Advertise in the right places
Test Your ads in advance
Monitor your ads