Advertising as a communication tool is an integral part of marketing. We have already discussed about what communication entails. Now I would like to take you to the understanding of the process itself.

Essentially it is the transmission of message from the sender to the receiver. But you must understand that the receiver must understand the message, else the entire exercise will not be termed as a communication process. I am now diagrammatically presenting it to you.

This is precisely what happens in the case of an advertising message. The sender could be the media like your TV, radio, newspaper, etc and the receiver is you. You see the ad on channel V, well if you saw the ad then the sender was successful in reaching out to you. Diagrammatically this could be as follows,