In the present day marketing, advertising has become a communication tool for all type of business enterprises including large and small. Even non-business enterprises have recognized the importance of advertising. Advertising is a non-personal tool of stimulating the goals and services. It has acquired the distinction of being the most pervasive channels of marketing communications.
In our daily life, we perceive, listen and experience numerous products at home, in a shop, while traveling in the bus or train etc, and many talk about their individuality. It is, therefore, anything which turns person’s attention towards it is termed as 'advertising' and the way through which the advertiser makes people aware, is communication. In this wat advertising and communication are related to each other.
The first requirement is that the advertisement captures the attention of its audience after communicating the message to them. In other words, the advertisement has to go through the attention filter of the target audience. Advertising communication gives new information, or it may attempt to alter existing views or beliefs of the entire audiences. It is vital that the advertisement communication should appeal to them and influence their attitude, thought process and purchase behavior in favor of the advertised brand.
The major objective of advertising communication is to boost up sale figures as to maximize the profits. It is one of the most important tools of modern marketing. The main objects of advertising communication are given below:
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Marketing communication presents a set of messages to target market through numerous media or cues. The messages try to create a favorable response from the market towards the company’s total product offering. The company tries to get back adequate feedback from the consumers which points out their response, reaction and their reinterpretation of the messages. The feedback enables the company to improve and modify its total product offering.
The key elements of marketing communication are sender of the message or communicator, message in the form of commercial ideas, sales story, package print, advertising copy; channel or media, the vehicle carrying the message, a sales person, sales literature, phone, television, radio, press etc, receiver a prospect, customer, reseller, purchase influencer and the audience, feedback in the form of response, reaction, counter-proposal, or the returned communication called feedback from the receiver to the sender.
The company is not only the source or sender of market messages but also a receiver of market responses. As a sender of messages, the company communicates with the market not only through promotional tools but also through product, price and place or point of sale as well.
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Communication means sharing of ideas in common and it constitutes a crucial function of management. It is the means by which the behavior of the subordinates is modified and change is effected in their action. The real meaning of communication is getting the communicator (receiver) and the communicate (sender) tuned together for a particular message.
Nothing happens in management till communication takes place. It is needed at all levels of management for decision-making and planning. It augments managerial ability and facilitates control throughout the organization. It has been said that good managers are good communicators and poor managers are poor communicators.
Communication is necessary to focus organizational members on the target and to provide the decision making necessary to perform operations. The manager is responsible for successful decision making, invigorating, motivating and organizing members of the organization.
Communication is the base for all relations within the organization and between its members and outsiders. Without proper communication, it becomes too difficult for the manager to express the clear message and control members. Internal information flow includes order directives, memorandums, information, etc, and passes between members.
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Simply, we can define communication as “sharing of ideas or feelings with others.” Communication takes places when one person transmits information and understanding to another person. There is a communication when you respond or listen to someone. Movements of lips, the wave of hands or the wink of an eye may convey more meaning than even written or spoken words. The basic elements of communication process include communicator, communicatee, message, channel and feedback.
- Communicator is the sender, speaker, issuer or writer, who intends to express or send out a message.
- Communicatee is the receiver of the message for whom the communication is meant. The communicatee receives the information, order or message.
- Message, which is also known as the subject matter of this process, i.e., the content of the letter, speech, order, information, idea, or suggestion.
- Communication channel or the media through which the sender passes the information and understanding to the receiver. It acts as a connection between the communicator and the communicatee, i.e., the levels of communication or relationships that exist between different individuals or departments of an organization.
- Feedback, which is essential to make communication, a successful one. It is the effect, reply or reaction of the information transmitted to the communicatee.
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Advertising executes its task when it appends to propelling the consumer from one level to another in the communication field; cognizance of the product existence, knowledge of the features and advantages, balanced or arousing certainty of the benefits. Finally, this activity turns into sale. Advertising aim is to execute certain parts of communication job with greater economy, speed and volume.
Mail order advertising moves a prospect through the entire cycle of communication spectrum. It can shift a reader from unawareness to cash-in-advance or cash-on-delivery sale. In consumer package goods, advertising can carry the major part of the marketing communication work load; from awareness right up to action, i.e., products sold through self-service stores.
In industrial goods, advertising is a harmonizing strength of communication, and personal selling is the dominating force of communication. In door-to-door selling, advertising has no role of promotion and personal selling can sell the products to consumers in a few minutes of persuasive selling.
In essence, advertising goals are expressed in terms of communication spectrum. There is a controversy in the advertising world regarding objectives of advertising as a means of communication.
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Communication which flows from the superiors to subordinates is known as downward communication. In an organization structure, the superiors utilize their abilities to attain the desired targets which mean that they may be engaged in issuing commands, directions and policy directives to the persons working under them (at lower levels). Under downward communication, the superiors anticipate instant recital of a job that’s why it is highly directive.
Downward communication can be defined as, “Information flowing from the top of the organizational management hierarchy and telling people in the organization what is important (mission) and what is valued (policies).”
Some examples of downward communication include notice, circulars, instructions, orders, letters, memos, bulletins, handbooks, annual reports, loudspeaker announcements and group meetings. Communication from superior to subordinate can be face to face as well as through written memorandums, orders, job descriptions etc.
The authority line flows from the top to the bottom according to the organizational structure (hierarchy). It is needed to get things done, to prepare for changes, to deject lack of understanding and doubt; and to allow the organizational members to develop feeling of pride of being well-informed about all organizational matters. The other elements of downward communication include: -
- Directions to carry out a specific task.
- Job instructions.
- Information intended to create understanding of the task and its relation to other organizational tasks.
- Job principle.
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Advertising aims must be sloping around the communication process. Communication tasks are building up brand alertness, altering consumer thoughts, colligating pleasing ideas with products, and communicating customer about product dimensions and properties.
The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: -
- Cognizance: The prospect must be informed about the subsistence of the brand or company in the market. Awareness is the bare minimum goal of advertising. The buying process starts after informing the consumer about the product or service.
- Conception: The prospect must understand what the product is and what it will do for him. The apprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can be familiar with the package or trademark. But they are not yet influenced that they want to buy.
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Upper communication means the flow of information from the lower levels of the organization to the higher levels of authority. It transfers from subordinate to superior as that from worker to foreman, from foreman to company manager, from company’s manager to general manager and from general manager to the chief executive or the board of directors. In this way, the upward communication makes a chain
Upper communication includes judgments, estimations, propositions, complaints, grievance, appeals, reports etc. It is very important because it serves as the response on the success of downward communication. Management comes to know how well its policies, plans, strategies and objectives are adopted by those working at lower levels of the organization.
It keeps the management informed about the progress of the work and troubles faced in executions. On the strength of upward communication, the management amends its programs and strategies and makes further plans. It is needed in all type of organizations, whether big or small. It serves the following purposes: -
- To create communication receptiveness.
- To produce a sense of belongingness through active participation.
- To assess communication efficiency.
- To boost employee morale.
- To make improvements in managerial decision making process.
- To coordinate efforts.
- To know ideas of each individual in the organization.
Formal communication is that which is connected with the formal organizational arrangement and the official status or the place of the communicator and the receiver. It moves through the formal channels authoritatively accepted positions in the organization chart. Formal communication is mostly in black and white.
Formal communication can be defined as, “A presentation or written piece that strictly adheres to rules, conventions, and ceremony, and is free of colloquial expressions.”
It connotes the flow of the data by the lines of authority formally acknowledged in the enterprise and its members are likely to communicate with one another strictly as per channels constituted in the structure. Thus, it is a purposeful effort to influence the flow of communication so as to guarantee that information flows effortlessly, precisely and timely.
It emphasizes the essence of formal channel of communication. The different forms of formal communication include; departmental meetings, conferences, telephone calls, company news bulletins, special interviews and special purpose publications.
The main advantage of formal communication is that the official channels facilitate the habitual and identical information to communicate without claiming much of managerial attention. Essentially, executives and mangers may devote most of their precious time on matters of utmost significance.
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Oral communication is direct face to face communication between two or more persons. In oral communication, the sender and receiver exchange their thoughts or ideas verbally either in face-to-face discussion or through any mechanical or electrical device like telephone etc.
When it is face to face, the person conveying can ask questions or sometimes when the communication is not understandable in a proper manner, he can elucidate its meaning. Oral communication is generally possible where there can be either a direct contact or message to be conveyed is of impermanent nature. Meetings and conferences, lectures and interviews are some examples of oral communication. This type of communication has certain advantages over written communication, which may be enumerated as follows:
- It has the distinct advantage of being quick and prompt. It provides the opportunity to both the transmitter and receiver of the message to respond directly.
- Oral communication facilitates close contact and thus promotes mutual exchange of thoughts, information, understanding and support.
- Oral communication through direct contact undeniably inculcates a sense of self-importance in the subordinates, which successively acts as an inspiring element.
- It also helps in bringing a responsive and supportive morale among employees of an organization.
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The real meaning of communication is getting the receiver and the sender tuned together for a particular message. Communication takes place when one person transfers some understandable data to another person. It also includes the exchange of thoughts, opinions, sentiments, facts, and information between two or more persons. Feedback is very important as it assures that your message should be properly conveyed to the receiver.
The essential features of an effective communication system are keys for productive communication. The chief principles or characteristics of an effective communication system are as follows: -
- Clearness and integrity of message to be conveyed.
- Adequate briefing of the recipient.
- Accurate plan of objectives.
- Reliability and uniformity of the message.
- To know the main purpose of the message.
- Proper response or feedback.
- Correct timing.
- Use of proper medium to convey the message properly.
- Use of informal communication.
The following are some important guidelines to make communication effective: -
- Try to simplify your thoughts before communicating your message.
- You must analyze the intent of each and every message.
- Consider the overall physical setting whenever you communicate.
- You must discuss with others, where appropriate, in planning communication.
- Be careful while communicating, of the overtone as well as basic content of your message.
- Take the opportunity to suggest something of help or value of the receiver.
- Follow-up your communication.
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Effective communication is crucial for the success of an organization. Communication takes place when one person transfers data and understanding to another person. An effectual communication is one which is properly followed by the ‘receiver of the message and his feedback is known to the ‘sender’ or transmitter. The below are some points that may be taken to lessen communication barriers for making it more valuable: -
- It is very important to be familiar with the ‘audience’ for whom the message is meant. The message to be communicated must be clear in the mind of the communicator because if you don’t comprehend an idea, you can never convey it to other person. The message should be adequate and apposite towards the communication purpose.
- In order to avert semantic barriers, the message should be conveyed in easy, concise and understandable language. The expressions or signs chosen for communicating the message must be suitable to the reference and understanding of the recipient.
- To make business communication effective, the structure of the organization must be sound and suitable to the requirements of the organization. The management should make efforts to make communication process more effective and understandable.
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“Communication serves as the lubricant, fostering for the smooth operations of the management process.”
Communication is the nerve system of an enterprise. It is said to be no.1 management problem today. Thus, it is crucial for the management to maintain proper flow of communication in all directions.
But in practice, all messages are not successfully channeled or received. Various obstacles, blockades, difficulties, stoppages or constrictions, known as barriers to communication, disfigure the message and make communication ineffective. These communication barriers cause confusion and conflict between persons living in the same society, working on the same job and even persons living in different parts of the world who even do not know one another.
A large number of managerial problems are the result of unproductive or defective communication. Substantial melioration in managerial competence can be made if communication barriers are dampened or minimized. There are various barriers that made communication ineffective, and some of them are explained below: -
- A communication is a two-way process, distance between the sender and the receiver of the message is an important barrier to communication. Noise and environmental factors also block communication.
- Personal factors like difference in judgment, social values, inferiority complex, bias attitude, time pressure, communication inability, etc. broaden the psychological distance between the sener and the receiver.
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Communication through words may be in writing or oral. Written communication entails transmission of message in black and white. It mainly consists of diagrams, pictures, graphs, etc. Reports, policies, rules, orders, instructions, agreements, etc have to be conveyed in written form for proper functioning of the organization.
Written communication guarantees that everyone concerned has the same information. It provides a long-lasting record of communication for future. Written instructions are essential when the action called for is crucial and complex. To be effectual, written communication should be understandable, brief, truthful and comprehensive. The main advantages and disadvantages of written communication are as follows: -
Merits of written communication
• It ensures transmission of information in uniform manner.
• It provides a permanent record of communication for future reference.
• It is an idealistic way of conveying long messages.
• It ensures little risk of unauthorized alteration in the message.
• It tends to be comprehensive, obvious and accurate.
• It is well suited to express messages to a large number of persons at the same time.
• It can be quoted as legal evidence in case of any disputes.
Demerits of written communication
• It is costly and time consuming.
• It becomes difficult to maintain privacy about written communication.
• It is rigid and doesn’t provide any scope for making changes for inaccuracies that might have crept in.
• It is very formal and lacks personal touch.
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The importance of communication in the context of modern industrial set up is enormous. It is essential for decision making and planning. It enables the management to secure information without which it may not be possible to take any decision. The quality of managerial decisions depends upon the quality of communication.
Communication is a primary requirement for making decisions. In its absence it may not be possible for the top management to take any decision. Information must be received before any meaningful decision can be made. The big organizations are designed on the basis of specialization and division of labor. Coordination is a must for the efficient functioning of an enterprise. Coordination requires mutual understanding about the organizational goals, the mode of their achievement and the inter relationships between the work being performed by various individuals and all this can be achieved through communication only.
An efficient system of communication enables the management to mould the attitude of the subordinate. Most of the conflicts in business are not basic but are caused by misunderstood motives and ignorance of the facts. Communication is essential for quick and systematic performance of managerial functions. It is the basis of direction and leadership. It is an influencing process. By developing the skill of communication, a manger can be a real leader of his subordinates. A good system of communication brings them in close contact with each other and removes misunderstanding.
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Informal communication arises out of all those channels that fall outside the formal channels and it is also known as grapevine. It is established around the societal affiliation of members of the organization. Informal communication does not follow authority lines as in the case of formal communication.
Informal communication takes place due to the individual needs of the members of an organization and subsists in every organization. Normally, such communication is oral and may be expressed even by simple glance, sign or silence. Informal communication, is implicit, spontaneous multidimensional and diverse. It oftenly works in group of people, i.e. when one person has some information of interest; he passes it on to his informal group and so on.
An organization can make efficient use of informal channels to fortify the formal channels of communication. It acts as a valuable purpose in expressing certain information that cannot be channeled via the official channels. It satisfies the people desires to identify what is happening in the organization and offers an opportunity to express dreads, worries and complaints. Informal communication also facilitates to ameliorate managerial decisions as more people are involved in the process of decision-making.
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Communication is considered to be an essential human skill. The ability to communicate effectively has become one of the major skills of a successful manager. An organization without proper communication network is derisory and imperfect. The main objective of communication is to grease and assist the organization. It helps management in planning effectively and controlling efficiently.
The chief aim of communication is to effect change in someone, i.e., to shape action or to secure inactiveness in the total interest of a business enterprise. It is a flux that binds people together in an organization. It can be considered as the inspiring force resulting to industrial harmony and can be a device for ascertaining and taking remedial action to ensure the achievement of the desired goals.
Communication helps business to reach its goal and keep all business transactions in line. Without communication, nothing is possible. The main purposes of communication are given below: -
• To keep employees informed.
• To provide employees with guidelines and directions in connection with their duties and responsibilities.
• To solicit information from workforce which may assist organization?
• To make each & every employee interested in his respective job and in the work of the company as a whole.
• To convey management interest in the personnel.
• To lessen or avert labor turnover.
• To encourage each and every employee with personal pride in being a member of the company.
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Marketing communication involves sharing of meaningful data and concepts by the source and the receiver, about products and services. Marketing communication is carried out by markets through the promotion devices including advertising, publicity, salesmanship and sales promotion. There is also informal communication to speed up the coverage of marketing communication.
The successful communication takes place when a sender (source) sends a message and a receiver react to the message in a way that satisfies the sender. Both (sender and receiver) must have the same meaning of the message. Effective communication is equal to: acceptance of the message plus understanding plus acceptance plus action, which means decision to purchase.
Receipt of Message - Understanding - Acceptance - Action (Decision)
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Communication is the activity that sets humans apart from the lower beings. We cannot think of any of daily activity happening without communication. In fact, we cannot survive properly without proper communication. Effective communication allows us to comprehend others and makes ourselves understand.
Communication plays an important role in management. Nothing happens in management until communication takes place. It is a well-known fact that mangers spend most of their working time in communication with others.
The three main constituents of communication are sender, message and receiver. A person who conveys some message is known as encoder or sender. The message is the subject matter of communication. If there is no message, there is no communication. The person for whom the communication is meant or who receives the message is the decoder or receiver.
Generally communication is understood as spoken or written words. But in realty, it is more than that. It comprises everything that may be used to express meanings to others, e.g. lips movement; blink of an eye may express more meanings as compared to written or spoken words.
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The term ‘effective communication’ actually describes a process of representing your views, reviews and ideas in an effective and attractive manners. The basic purpose of effective communication is to convince the other people at or for your ideas. The effective communication is profitable at every aspect of our life, if we have high-end communication skills, we can reach our targets in easy terms.
The parties and stages include in communication processes include sender, massage, channel, receiver, feedback and context. Learning and understanding all these aspects and practicing clear, concise, accurate, well-planned communication can make you a perfect communicator of this tough world.
easycommunication.info is an online resource for any and all queries regarding writing, reading and communications and it also enclosed numbers of effective communication ideas. The site is informative, and is not a substitute for consulting a professional speaker.
This post is represented in all categories, there are many terms (tags) listed which you can use while making your posts.
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