Keeping in view the dynamic environment of today’s business, marketer is required to develop the product that have the capacity to satisfy target market needs and wants, price that product attractively, and ensure its availability to the target customers. But the task does not stop over here; the organization must also communicate with their target about the company offerings. Communication is the process in which messages are exchanged to achieve a desired behavior direction or goal. The task of communication with target market is called promotion in marketing. A company can use variety of promotion techniques including advertising, personal selling, sales promotion, direct marketing and public relations to achieve the company’s communication objectives. From the last two decades, promotions strategies used by organizations around the world have undergone through tremendous changes. This is due to the fact that the technology has revolutionized our daily life, marketing promotion have no exception. Continue reading
Communication Concepts
Non-Verbal Communication – Meaning and Types
Non-verbal communication or most commonly known as body language is the unspoken language of the body which is shown through our bodies to show our true intentions and hints of our feelings to the people whom we are conversing with. When we are conversing with others verbally our bodies simultaneously give out and receive signals which are transmitted by our bodies. This signal’s consists of the gestures we make, how we sit, the intonation and speed of how we talk, the distance we stand when talking and the amount of eye-contact we make while conversing. All this transmits vital non-verbal messages of oneself to another. These non-verbal messages still get across to the people around even when we are silent. The verbal message and body language very frequently contradicts which leaves the listener to choose which one to believe. Usually they will choose the body language. This is the reason Continue reading
Spiral of Silence Theory
Elizabeth Noelle—Neumann’s Spiral of Silence theory analyses and demonstrates how interpersonal communication and media operate together in the development of public opinion. Elizabeth Noelle-Neumann is a German political scientist. Through this Spiral of Silence theory Neumann indirectly explains the Jews status during World War II under Nazi’s control. Adolf Hitler dominated the whole society and the minority Jews became silent due to the fear of isolation or separation. This theory states that in elections certain views seem to get more play than others. Sometimes people mute their opinions rather than talk about them. It occurs when individuals express when they perceive that their opinion is popular and those who think otherwise remain quiet. This process occurs in a spiral, so that one side of an issue ends up with much publicity and the other side with little. This expression/non-expression rests on two premises. The first is that people know which Continue reading
Benefits of Integrated Marketing Communication
Integrated Marketing Communication is defined as the coordination and integration of all marketing communication tool, avenues and sources within a company into seamless program that maximize the impact on customer and other end users at a minimal cost. This integration affects all firm business-to-business, marketing channel, customer-focused, and internally directed communications. It is a management concept that is designed so that all the marketing communication which consists of advertising, sales promotion, public relation, and direct marketing work together as a unified force rather than each of those marketing communication work in isolation. Besides, it acts as an aggressive marketing plan because it sets and tracks marketing strategy that captures and uses extensive amount of customer information. It also ensures that all forms of communications and messages are carefully linked together to achieve specific objective. Benefits of Integrated Marketing Communication Integrated Marketing Communication ensures that all forms of communications tools and Continue reading
Different Types of Reports Used in Business
After thorough study, collection of all relevant facts and information and proper scrutiny and analysis of a problem relating to past or present, submission of the conclusions supported by statements and other relevant data etc. is called a report, which offers suggestions for solution of the problem studied. A report is a formal communication written for a specific purpose; it includes a description of procedures followed for collection and analysis of data, their significance, the conclusions drawn from them, and recommendations, if required. The information present in the report is needed to evaluate progress and plan future action. Reports provide feed back to an organization to guide future course of action. According to C.A.Brown, “A report is a communication form of some one who has some information to some one who needs that information.“ The goal of making reports is to make the information as clear and convenient and accessible Continue reading
Tools for Effective Communication
The important tools for effective communication are reflective listening, identifying nonverbal cues, and responding with understanding and using effective problem solving techniques. Thus, these techniques of communication are useful to increase your personal effectiveness at home, at work, in the community, in relationships, and with yourself. Opening up yourself to your feelings and the feelings of others requires practice. All forms of life upon the planet Earth were granted one great and wondrous gift: the gift of communication. Instead of being forced to exist in solitude, this gift allows interaction, a sharing of feelings. Humans are especially fortunate because they have developed many ways to use their gift. These include music, dance, art, theater, literature, gestures, the written word, and word of mouth. The creation of different ways to communicate does not mean we can sit back and take our gift for granted. When we were infants, all we needed Continue reading