Communication can end up having a major impact over the outcomes of a particular project. As a matter of fact, it is known to be a function of strategic management and should not only be relegating towards status of “nice to have”, something that should be considered when there has been performance of all important tasks. Development of a strategy along with its implementation must be involving an effort of the entire group (Roy, 2012. pp. 651–662.). The entire team must have the ability of contributing towards it and must be feeling the ownership towards it. However, in the steps of this particular strategy, leaders are said to be playing a significant role.
Marketing communication is known to be an important factor within the process for the creation of trust amongst the target audience for a program or an organization. It can be considered as the processes being exchanged for the creation of a contextual effect over time based on the relationship established between the source of advertisement and the population being targeted (LaForge, 2004).
Advertising is more or less the same as mass media advertising and is known to be playing a significant role for the marketing of message with the target population and enabled the organizations for meeting communication along with other objectives related to marketing. For the success of an advertisement, it is not sufficient for sending out a particular message and then hope for the best result (Obermiller, 2002, pp. 41-52.). In the current era of globalization, people across the globe are known to be highly exposed to a number of advertisements each and every single day and hence, it can be difficult for them to understand what advertisement are true and what are not. These people are known to be having the tendency of an extremely negative attitude towards the sources of advertisement that results in creating a number of issues for the marketers in reaching the audience being targeted.