Integrated means that combine or coordinate separate elements so as to provide a harmonious, interrelated whole. In other word, when all marketing communication tool work together, it will be more effective than work as a single component. It will create more competitive advantages, boost sales and profit, while saving cost, time and stress if this concept is incorporated in marketing strategy. So, if the marketing communication tools are combined as a group it will produce more powerful outcome in the process of delivering customer superior value. Marketing The root word for marketing is market. Market is defined as a place for consumer and sellers to carry out transaction that required cash as an exchange medium for obtaining a product or service. Marketing can be defined in two perspectives which include old view or new view of marketing. From the new view of marketing, it is all about the creation of Continue reading
Communication in Business
Case Study of FedEx: A Powerful Partnership of Strategy and Corporate Communication
FedEx, an international company that provides shipping by air and ground and a range of logistics and trade consulting services, must provide speed and dependability globally not only for its core businesses with customers but also in its communications with constituencies about key business objectives. Employees at FedEx work in 200 countries 7 days a week, 24 hours a day. The corporate communication function must operate in as broad a landscape with speed, high impact, and precision. Given the company’s core businesses, communication challenges can arise in many quarters–in anything from crisis management, such as managing communications in the aftermath of a plane crash or computer outage, to e-commerce initiatives, to the rapid implementation of a new business model. According to corporate vice president Bill Margaritis, the corporate communication function needs to add significant value to the business and must be fully aligned with those making high-impact strategic decisions for Continue reading
Process of Communication – Communication Process
The most basic form of communication is a process in which two or more persons attempt to consciously or unconsciously influence each other through the use of symbols or words to satisfy their respective needs. The communication process is dynamic, continuous, irreversible, and contextual. It is not possible to participate in any element of the communication process without acknowledging the existence and functioning of the other elements. The communication process goes through several phases. Here is a description of those phases. 1. The Sender has an Idea Difficult to think of someone “trying to make common,” to communicate, if that person has nothing to share. Yet, thinking of the sender as needing to have an idea in order to start the communication process is misleading since everything people do and everything people are communicates something to others. The intent of this phase is to start the process at a time Continue reading
Priestley’s Paradox – Impact of Technology on Communication
Communication is an essential part of everyday life. There are many things which have effect on communication, technology having a very large effect. Through the increase of communication technology, there has been a decrease in the quality of effective communication. While considering the theory of Priestley’s Paradox, the lack of interpersonal communication in new forms of technology have significantly affected the quality of communication. Modern technologies decrease the quality of communications through the lack of verbal and non-verbal feedback, the distortion of messages and also the unequal access to forms of these technologies. Verbal and non-verbal elements of interpersonal communication have effectively declined due to technology. The most impacted area of communication in society today is interpersonal communication. Interpersonal communication is referenced as communication between two or more people which try to create and understand meaning. Throughout interpersonal communication there can be noise. Noise is anything which can distort or Continue reading
The Importance of Marketing Communication
Those who practice advertising, branding, direct marketing, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators. The communication process is sender-encoding-transmission device-decoding-receiver, which is part of any advertising or marketing program. Encoding the message is the second step in communication process, which takes a creative idea and transforms it into attention-getting advertisements designed for various media such as television, radio, magazines, and others. Massages travel to audiences through various transmission devices. The third stage of the marketing communication process occurs when a channel or medium delivers the message. Decoding occurs when the message reaches one or more of the receiver’s senses. Consumers both hear and see television ads. Others consumers handle or touch and read a coupon offer. One obstacle that prevents marketing messages from being efficient and effective is called barrier. Barrier is anything that distorts or disrupts a message. It Continue reading
Importance of Communication
Communication in its simplest sense involve two or more persons who come together to share, to dialogue and to commune, or just to be together for a festival or family gathering. Dreaming, talking with someone, arguing in a discussion, speaking in public, reading a newspaper, watching TV etc. are all different kinds of communication that we are engaged in every day. Communication is thus not so much an act or even a process but rather social and cultural ‘togetherness’. Communication can be with oneself, god, and nature and with the people in our environment. Interaction, interchange, transaction, dialogue, sharing, communion, and commonness are ideas that crop up in any attempt to define the term communication. Communication is important both for an individual and also for the society. A person’s need for communication is as strong and as basic as the need to eat, sleep, and love. Communication is the requirement Continue reading