Communication is a process involving three main componentThe sender decides on what and how to communicate. Sender designs the message on the basis of communication needs and sends message to the target audience. Message when received by the target audience the communicationBased on the effect of communication response is generated. The communication process gets impacted by various noise or constraints.Strategic communications means using corporate or institutional communications to create, strengthen or preserve, among keyThere are various factors which are important for strategic communication decisions. The first and most important among these factors are target audience. The goals of communications are set. The strategic communications decisions are always based on the target audience. The communication tools, communication message, content, message design and timing of the communication are decided on the basis of target audience. The strategic communication tools include Advertising, Public Relations, Publicity, Branding, Direct Marketing, Packaging, Internet, Graphic Design, Print Media, Packaging, interactive communication tools and others. Each of the tools is different from each other in its objective, reach, medium and presentation. Advertising on one hand can be used to communicate with all the stakeholders are it customer, shareholders or community. It is one of the most effective communication tools which are targeted to larger audience.