The word ‘communication’ is derived from the Latin word communis which means ‘common.’ We attempt to communicate, that is, to establish a ‘commonness’ with another person. There are three essential parts of communication, viz., the source, message and receiver. True communication takes place only when the message means the same thing (in common) to both the parties i.e., the sender of the message and its receiver.
Marketing communication is undertaken by marketers through the devices of promotion viz., advertising, publicity, personal selling and sales promotion. The effective communication occurs when a sender (source) sends a message and receiver responds to the message which satisfies the sender.
Both must have identical meaning of the message. Effective communication is equal to- receipt of the message plus understanding plus acceptance plus action, which means decision to purchase.