Exchange of information, ideas, concepts, feelings, between two or more people, this is a general concept that we find of the word communication, we have upward, two-way communication, mass communication, downward communication, diagonal communication, formal communication, horizontal communication, lateral communication, non-verbal communication, one-way communication, verbal communication, vertical communication, various forms of communication within any type of structure. Another definition tells us that communication can be conceived as the dynamic process that supports the existence, progress, changes and behavior of all living systems, individuals or organizations.. Being understood as the indispensable function of people and organizations, through which the organization or organism relates to itself and its environment, relating its parts and its internal processes to each other. These are terms and definitions of communication, but in the marketing area the process of advertising communication is important.
The essential aspects of the communication process in promotional actions, in general, have already been exposed. However, it is convenient to specify the deferential aspects of the communication process in advertising.
Advertising communication, as in any communication process, consists of five basic elements: the sender, the message, the communication channel, the receiver and the response. What characterizes advertising, fundamentally, is the form of the message, the channel or medium used to transmit it, the way of processing the information and the delay in the response of the receiver. The message in advertising is captured in the advertisement or commercial, in which through texts, illustrations, colors, sounds, animations, etc. The idea to be transmitted is codified, the channels or vehicles used in advertising to transmit the messages are fundamentally specific to this type of communication and are made up of the mass media, such as the press, radio, television, cinemas, spectacular, among others..
Advertising communication also shows a series of peculiarities that may occur when receiving the information by the receiver and that are capable of altering the assumptions of the hierarchy of effects models in communication processes. These models require for the communication to be effective, for the receiver to pay attention to the message, understand it and process it, build attitudes, develop behavioral intentions, and act accordingly according to the message conveyed. However, it has been observed that the process of interpretation and retention of information varies significantly depending on the duration and frequency of the exposure, the type and amount of information, the way of presenting the information (with instructions or text), the personal motivation and attitude towards the brand.
Finally, the receiver of the message, after decoding it, can respond to it. This response is not generally immediate upon receipt of the message, but, if it occurs, it is carried out in a delayed manner.
The advertising system
Institutions and basic magnitudes
Advertising is an activity that has strong economic and social repercussions, not only because of the impact it causes on consumer behavior, but also because of the significant figures it implies and the institutions it involves.
At the macroeconomic level, advertising investment is in the millions, which in many of the developed countries exceeds 1 percent of gross domestic product (GDP), with Mexico being one of the countries with the lowest rates, below Canada.
Advertising investment in Mexico has been on the rise over the last decade, investment that falls on the private initiative, in terms of traditional or conventional media, television is the most important advertising medium in Mexico, through which I channel almost 53 percent of the total investment. It is then followed by daily newspapers and radio, together reaching almost 30 percent of advertising spending.
