Communication Concepts

The Characteristics of Business Communication

Business communication is a special facet of human communication. In business organizations people working in coordination to produce, market goods and provide services for mutual profit are essentially goal-oriented and need to communicate effectively. Persing has defined business communication as “the spiraling process of transaction of meaning through symbolic action involving all elements associated with the sending and receiving written, oral and non verbal messages, internal and external to organizations of paid people working together to produce and market goods and services for profit.”

Business communication, as emphasized in this definition, is a spiraling process as communication between sender and receiver does not start at the same level of ability, understanding, behavior and psyche.… Read the rest

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Top Reasons for the Importance of Integrated Marketing Communications

More Contact Points

Traditional mass media such as radio and TV is used to be a way to advertising a product, brand or service. This type of promotional strategy only can transmit the information to some of the target customers but not all. Therefore, Integrated Marketing Communication is a form of promotional strategy where all the promotional strategies are integrated so that the company able to transmit the message to all the target customers and also the customers can interact with the company brand in many ways. For example, a customer may have heard about one restaurant from their friend which they had been go there before and had a great experience dining at there.… Read the rest

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Barriers to integrated Marketing Communications

1. Functional Silos

Resources, support and guidance of upper management are needed to build a successful integrated marketing communications campaign. The job of upper management is to make sure that all the resources are thoroughly no matter is for budgets, sharing data or people across teams. However, the problem now is integrated marketing communication don’t control by one manager only. All the managers involve in the information transmitting process have to work together in controlling the process. It mean that all the manager of advertising team, public relation team and also the marketing team have to coordinate in the process of delivering information about the product and service of the company to the target customer.… Read the rest

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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.… Read the rest

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Intercultural Communication in Diverse Workplace

Communication between two people from different cultures is said to be intercultural communication. It comes in to existence when a person from one culture tries to communicate with the person from another culture, a communication is understood. The potential for misunderstanding and disagreement is great whenever there is a cultural difference in these kinds of contacts. It is to be said that there is a relationship between culture and language. In other words, language is a guide to culture. Other scholars argue that language merely reflects, rather than shapes, our thinking, beliefs, and attitudes. Despite these differences in approaches, all scholars still agree that a close relationship exists between language and culture.… Read the rest

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3Ps of Marketing Communication

An organisations marketing communication strategy are represented by 3Ps: Push, Pull and Profile.

  1. Push strategy: This strategy promotes products to retailers or wholesalers in order to force the product line down the distribution line.
  2. Pull strategy: This strategy is the opposite to push strategy where communication reaches to consumer or end user first with an aim to attract the retailer wholesaler channel to purchase the product line.
  3. Profile Strategy: In order to satisfy an organisations promotional goals profile strategy is used. This strategy mostly aims towards satisfying stakeholder needs.
1. Push Strategy

Main focus of push strategy is to use minimal or no advertising to get the product to the buyers.… Read the rest

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