National College of Business Administration &

Economics
School of Business Administration

Program: BBA (Hons)

Assignment: Communication theory
Submitted to: Mam Madiha Mamoon
Reg No: 2173032
 Introduction to communication

 Communication:
The imparting or exchanging of information by
speaking, writing, or using some gestures.
A process through which individuals mutually exchange their ideas, values,
thoughts, feeling & actions with one or more people.

 Uses in daily life:

 Speeches
 Presentations
 Debates
 Public speaking
 Discussions
 Gossip

 Uses of communication in marketing:

 Social mediation
 The internet
 Social media
 E-mail
 In-product marketing
 Branding
 Electronic media

History of communication:
  The first and most effective means of communication
was, of course, the human voice but in later on writing
was invented from Iraq and Egypt.
 The next big step was introduced in communication is
“Alphabets” from Lebanon.
 In the Ancient World many civilizations including
Egypt, Assyria, Persia, Rome and China had efficient
postal systems to deliver messages to parts of their
empires using relays of horses.
 With the passage of time Chinese invented paper and
this invention passed to the Arabs and very soon it
reached Europe.
 The next major improvement in communication was the
invention of printing. which made books much cheaper
and allowed newspapers to be invented.
 . Meanwhile the Fax machine was invented and also in
this period the telephone was invented.
 Communication continued to improve in future with the
invention of radio and television.

Importance and Objectives of

Communication

 Intended goals of an advertising or promotional program.

Possible communication objectives are as follows.
 Creating awareness
  Imparting knowledge
 Projecting an image
 Shaping attitude
 Stimulating a want or desire
 To be understood
 To be accepted
 To be understand
 To get something done

 The following are examples of communication objectives;

Leadership:
Getting people moving in the same direction to achieve a

common goal. For example, reducing resistance to change.

Motivation:
Motivating people to improve results such as productivity.

Knowledge:
Conveying knowledge. For example, a training objective
that everyone understand several foundational concepts at the end of a
session.

Importance of Communication

Communication skills are more important than ever, for all fields of
endeavor. Whether you’re an engineer or a communication scholar, having a
firm grasp of communication will undoubtedly be a key role in your success.
Oftentimes people having good communication skills they will get many
rewards in their career.
Poor communication is lead to failure of any person in his life.