Marketing & Advertising

With the help of effective Communication Skills in Business, owners can change the market entirely. They are able to design a good message that brings their expected results. However, it is a very complex affair to give a scientific definition of communication due to its scope and levels. However, many writers defined communication according to their own knowledge and experience.

To know the subject, it is necessary to have a certain definition in our mind about it. The Oxford Dictionary definition of communication is “To make something known to others”

Definitions of Communication

• “The process by which messages evoke a response”
• “Communication is a mutual exchange of facts, thoughts, opinions or emotions”

Generally, communication involves at least two persons or parties to complete its process by exchanging the messages, written or oral, verbal or non-verbal. Communication takes place when the message is received by the other person.

It is not received, there will be a response and therefore no communication “For effective communication a message must evoke the desired response.

Benefits and Importance of Communication Skills in Business

Former chairman of General Motors Mr. T. A Murphy says:

“The one common denominator in business and management is people and relationships with people. Message-designed principles of Effective communication can make the difference between success and failure, or at least it can determine the degree of success.”

Communication is equally significant to the organization and to the individual. Regardless of the type of organization in which you work now and will work in the future, It highlights the benefits of effective communication skills.

Communication extends across all areas of business including functions of management, marketing, finance, and social positions. The modern style of business has enchanted its significance as an auricle skill for the individual and organization alike.

Advantages of Effective Communication Skills in Business

1. A prominent feature of a good personality
2. Essentials Pre-requisite for good job and promotion
3. The significance of communication and new global market

Importance of Communication in Business

Communication is Most Demand Job Skill for Future

Professional skills are the basis of successful business life and communication skills stand unique among them. The canopy of communication prevails over all the business and social activity.

The art of speaking well and writing well is definitely the essence of leadership and management skills.

Communicating as various surveys about the important professional skills remained at top of them. It affects the decision-making in an organization that is crucial to achieving certain goals.

The judgments, decisions, and efforts put forth by employees determined to a large extent the profitability of a business and communication skills bring them to the scene to get them implemented moreover, its utility in the cultural context is equally significant for an individual and organization. Briefly speaking communication gives language and style to the people and organization and enables them to meet their goods and continue to exist.

Communication is Life Blood of Every Organization

It is truly said that communication is the blood that’s running in the veins of every business. If we work upon the structure and mechanism of businesses then we feel that business activity is impossible with and communication, because every industry consists of a group of people who interact and react throw a medium of communication.

Managers daily exchanges information, business ideas, plans, make decisions and agreements, which is impossible without communication.

Hence, no business can succeed, build up goodwill and win customers without effective communication, few companies also train their employees for 7 C’s of Communication because it is required for both internal and external affairs to run a business firm.

Internal communication helps to increase jobs satisfaction, safety, productivity, and profits and decreases absenteeism grievances, and turnover. It consists of downward upward and horizontal communication with their respective rules for the successful functions of business ventures.

External communication is mainly concerned with the messages to persons outside the company. It has a far setting effect on its reputation and ultimate success. They write letters, proposals, reports, telephone calls, or personal conversations to win a customer, create a desire for a firm’s product or service.

Advertising is the most strutted type of external Communication, we may soon realize that advertising channels are the bridges throw which an organization accomplishes its goals.

Time is money is the slogan of modern hectic life. We spend most of our time in communication in an office writing, speaking, and listening. Time factor in overall communication costs.

Poor Communication can cost an organization time and money therefore now strong multi-national companies train their employees business communications skills training to communicate effectively in business life.

Efficient and effective communication skills in the workplace save time and money for organizations increasing their productivity and profit.

On the other hand, unclear, incomplete inaccurate, and unduly long or late messages will cost a company heavily compiled with the loss of public image. So, ineffective messages that confuse the customers are more expensive them effective ones because they destroy company credibility moreover, poor messages often required several additional explanatory messages which will further add to the communication cost.

In view of the above discussion, we can say that efficient communication enhances the profit and productivity of the business organization.

Communication Skill is Prominent Feature of Good Personality

Effective communication places a key role in personality development in any field of life and remains significant in professional life. There are also other aspects of a personality like stature, Social, entrepreneurial skills but communication skills give the exposure to his capabilities utilize them in professional affairs.

A person who can speak well and write well has definitely an edge over others no matter what social or professional positions he or she has. Communication determines the worth of personality and tells what really lies there in an individual.

Nobody can judge the caliber of a person if one remains silent or there is no exchange of ideas or importance between them because the way of speaking, the words used, and the style expose the real person.

“If one has the strong shell of communication, he will be the most effective person in social, practical in business life. The people who speak without hesitation and write fluently generally lead the organizations only because of their communication skills”

Essentials Pre-requisite for Good Job and Promotion

Business leaders frequently mourn the lack of communication of skills among many university graduates. The ability to communicate stands high among other attributes that employers seek in all potential employees. In a recent survey, the employers declared communication skills as the skills they most preferred in job applicants, while leadership skills came in seconds.

If one can effectively communicate one’s knowledge, ideas, and proposals to others to need or should receive them, he or she will be most probably considered the ideal one for any job position offered.

Nowadays when we look at the newspapers page of job-advertisement, we generally find that communication is a primary requisite in many carriers, such as customer relations, labor relations, marketing, management, sales, and teaching.

Communication is the most sensitive aspect of any business venture which makes or mars the prospectus of success. Companies and individuals daily pay the price of problems caused by a lack of communication skills.

For example, the receptionist who did not listen carefully to the inquiry for business lost a chance to grow the business and the company had to suffer for their miscommunication. Therefore, now employers read rank effective communication high among others professional skills. Moreover, communication skills affect promotions during a job.

The Significance of Communication and New Global Market

As the horizons of Business life are expanding and the world is shrinking in a global village, the importance of business communication is increasing in this phenomenon. W.T.O.

Is connecting the business worldwide. Now the business professional must be aware of cultural diversity if they wish to become competent in the mold of the global market. The facility of market and e-mail has made the job of communication easier but responsibilities and challenges have multiplied.

Now understanding the changed global scenario and different nations with a typical attitude and culture has become essential for successful communication.

Many multi-national companies fail to launch their business venture in foreign countries only because they do not care to realize the need to learn about the target countries’ people’s language, psychology in business, and style of life.

Moreover, the knowledge of information technology and its usage in the field of communication are essentials to communicate globally. “New global marketplace requires more comprehensive and competent communication strategy.

If we have a grasp over the communication with different nation international trade, would be definitely a great advantage.

Marketing is the process of creating communication, delivering and exchanging an offer that gives the value to clients and customers. Marketing is defined as  “the activity” by the American Marketing Association. Basically, the term “Marketing” doesn’t mean to go market with some kind of staff for sale. Marketing is a management which identifies, anticipate and satisfy the customer with their profits. Marketing is a combination of 7 P’s

Marketing is the processes in which you can bring a product to market to include these steps; Marketing segmentation, pricing, and promotion strategies, developing communication skills, market research, determine distribution, and vision for long-time market development goals. There are many parts of the marketing process “e.g. brand management, advertising art director, product designing etc”.

Marketing Concept

The marketing concept is to satisfy the organizational objectives, an organization should accept the needs and wants of the customer. In marketing, you have to understand these concepts

• Needs: The Necessity of Peoples to live a healthy, safe, and happy life, when needs stay unfulfilled adverse outcome: dysfunction or death.
• Wants Something which is not necessary, but that is your desire or wish. Want are not essential for life survival.
• Demands When the needs and wants have backed the ability to pay. Then the potential to become economic demands.

For the development of the product and improvement of the product, the marketing research is conducted. It is directly related to the consumer’s needs. Customer’s needs are beneficial to market segmentation it is related to dividing the market to different categories of customers on the basis of different desires for customers that might buy separate products or who may buy marketing mixes.

Needs-based segmentation “beneficial segmentation”, “place the consumer’s desires at the forefront of how a company works or how its desire and marketing products and services”. Although need based segmentation is not easy to do in practice, it is one of the most effective ways for segments a material.

Designing is the best way of and how it will fulfill advertises and promotion to show how this product or service is beneficial for customers and how it will fulfill customers desires.

What is Marketing Orientation?

Marketing orientation is the philosophy of companies which focuses on developing and fulfilling the needs and wants of its customers through its products. In past marketing concentrated on establishing selling points for existing products, orientation works in an opposite manner.

The Production Concept or Orientation

The Production Orientation or Concept refers that customer will always buy and recommend products available in the market at an affordable price.

It is the oldest concept in marketing and manufacturers following this orientation focuses on only two things

1. Production
2. Distribution

This marketing strategy is useful for some products.

The Product Concept or Orientation

The Product Orientation or Concept refers to that customer will not go for an affordably priced product. They will surely go for innovation, qualitative, and better product performance. This concept usually adopted by the electronics company.

Manufacturers under this concept always try to improve their product features. They make marketing research, add advanced values to the existing product in the better version like Mobile manufacturers uses a better camera, more ram, and processor.

Selling Concept

The Selling Orientation keeps ideology of selling through extra promotional activities. They believe, their sales are not based on production and product concept. Their sales depend upon promotional activities they do with different types of advertising and promotional campaigns.

The concept behind this orientation is that customer repeatedly watching ads or promotion may buy repeatedly. They easily forget their past experience with that.

Marketing Orientation or Marketing Concept

Know what your customer wants, how they want, where they want, why they want, how much they want. In simple words, this marketing concept believes in achieving long-term and short-term organizational goals by knowing the customer at its best level.

The motto is Customer First and Target is Customer Again

It is strongly customer oriented. They totally want to make products for the customer and never rush to find a customer for products.

Societal Marketing Orientation

Societal Marketing Orientation thinks of doing something for welfare, both for consumers and non-consumers.

They believe to do improvements in both and in society too. Doing something like, flood donations, concerts and seminars for orphans and few similar activities suits best in this example.

This is a newer concept in marketing after acknowledgment of global warming. Industries and Organizations started to do social welfare and got some good response in eyes of clients.

Importance of Marketing

Marketing is the heart of the business. Most of the business based on successful marketing, It advertises the products or services. The overall marketing umbrella covers advertising, communication, promotions, and sales. Marketing is a process by which a product or service is introduced to all over the world and without marketing your company may offer best product or service in your industry but none of your potential customers, targeted by Advertising media or salesman will know about your product or service. Without marketing of your product sales may crash or company may have to close.

Getting Word Out

For a successful business, the product or service must be providing awareness to buyers. You have to use marketing strategies to create product or service awareness. Without marketing, your customer may never know about your business offers, and your business may never give progress and success. Marketing gives you an opportunity to promote your product, services, and company, with the help of marketing your business have a choice to build up and promotes more than your competitors.

High Sales

If your product, service or company should get a place on the radar screen of your prospect, it increases your chance that customer will make a buy. Awareness is a reality and main focus of high sale. If customers are not aware of your product, service or company then how they buy something and how your sales will high. Awareness is a point where new customers start to spread the word. Your sales will highly increase as the word spread. Without marketing these sales may not happen, without sales, a company or business cannot succeed.

Healthy Competition

An environment is fostered by marketing in the marketplace for healthy competition. Marketing can make out on the pricing of products and services which not only reaches the potential consumers but also it reaches the door of competitive companies. As opposed to those companies which have a rich control of products and service those companies can charge any price. Marketing help to keep pricing competitive for a company or business to try to win over consumers before its competitive does. Without competitive, the well experienced and famous companies have no fair loss they can easily sell, on the other side the newly established company have a little chance to succeed. Marketing gives the healthy competition that allows the small or new business to be successful. Enter and grow your sale in the marketplace places

Reputation For Company

The reality is reputation is the success of a company or business. Marketing introduces the product and builds the brand name of the company. When a company gets to believe in the public and reaches the high expectation of the public its reputation builds up, business will expand and sales will increase. If you want to build your company reputations and you want to increase your sell, then you have to focus on quality able products or service, your communications should be effective, you should participate in active communicative programs.

Consideration

Marketing is very important in business as above I discussed marketing is the heart of the business, it is very expansive. In the beginning, a company might spend like half of its sales on marketing programs. After some time the marketing budget can reach 30 percent (sometimes more) of the annual sale. Your company can get the best chance by marketing, as like; public relations, designing and printing for all print materials, website development, print and broadcast, advertising trade shows etc.

Advertising has taken the business world by its throat. It has been categorized to be an extremely vital element linked with various types of businesses. If you wish to acquire customers and hopefully remain as a well-known organization or business then your number one priority should be using different types of advertising media. The advertising is classified into the Traditional & Modern Mode of advertising.

In this day and age, starting a business has become a simple enough task. You can find all the necessary material available online and the only requirement is a dedicated attitude along with a proper internet connection.

The wonders of the internet and the online world aren’t a fascination for this generation anymore, which is why it is and should be utilized to its fullest. No matter how much you end up investing in a business, if there are no potential buyers then you will see the red light. The reason why promotion has made its name throughout the business world is that it is the major key involved in a business’s growth. If you can do decent enough advertising you can sell literally anything; the sky can be the limit.

The number one rule of advertisement, by understanding market orientation is to choose your target audience wisely if you know that your products will be favored by a particular type of audience then target them for your ads; do not focus on the wrong market or it will inevitably result in a loss.

As the years have progressed, advertising has taken various shapes and has proven to be more conveniently done than before, the diverse types of advertising media are used to under critical observation to drive the right customers to the company by taking full advantage of functions of advertising.

Social Media or Online (Internet)

This is the number one element that is highly stressed for promotion and overall advertising. Companies have set up their social media accounts where they update their followers (or future customers) on any new deals or products.

The option of paid promotion existing within Google as well as Facebook is also used to reach a wider audience. As most of this generation spend their research and effort on social media, using this modern advertising type builds awareness in prospects because:

• You can get to collaborate with other huge platforms that have a large amount of following.
• Raising awareness towards anything has become relatively easy by remaining online.
• You can get first-hand information about what might be going on in a country or location that is on the other side.
• Your business can reach worldwide audiences not to mention that e-commerce platforms have simplified business
• You can make your products be listed on other platforms, which is another interesting way of generating profit

Most Common Advertising Medias in the European Union

• Radio and Television
• Newspapers and Magazines
• Calendar and Hand Bills
• Circular letters
• Tickets and Date Schemes
• Agents and Gifts Schemes
• Fairs and Exhibitions
• Sky advertisement. (By aeroplanes)
• Moving lights and pictures
• Special periodicals and journals
• Booklets and Pamphlets
• Posters
• Hoarding
• Neon Sign and Cinema slides
• Blotters
• Jokers

Magazines and Newspapers

This advertising media has been in since a long time now. They were once the ultimate form of marketing before being overtaken by online advertising. On the side of magazines, there is a section for relevant businesses and their influence, their products, and the overall description is mentioned. A business if it fits the magazine’s niche will be added for further spicing up; they will use the business for their success while the business will profit at the same time.

The same goes for newspapers, there is a section for advertisements and you can stay updated on various businesses through its help. The one element to look out for it that magazines are usually beneficial in advertising when they are sending out in large cities or a place with a good amount of population. It shows that the magazine has potential readers and ensures your business to get more attention if it is promoted in it.

Mail

Mailing is another convenient enough method that involves both physical marketing schemes like pamphlets and brochures along with targeting their audience through online emails. You can get your products out there by jumping into someone’s emails and convincing them why you are the best candidate among your competitors. Both such methods ensure that you are easily able to target your potential audience, which increases the chances of seeing success with your advertisements.

Television

Television ads relating to your products can garner various sorts of advantages, firstly customers will get to listen, hear, and see what the products working mechanism is all about. You’d be able to convince generally a much bigger set of audience but once the commercial comes to an end it does lose its charm so that is a downfall.

Radio

Radio is another way of making sure you get to persuade your target audience. You can ensure that your ad keeps playing through the radio, which leaves a lasting impression on the listener’s mind.

Conclusion

Overall, all such mentioned methods can be just as effective communication or unconvincing so it depends upon yourself how creative you are in demonstrating or putting your material out there. Being sure that your promotion game is on point is the driving factor whether your business will prosper or not.