Transcript Why is Communication in Marketing Essential?

Communication in the Workplace
What is Communication?

Communication is the process of exchanging
messages between a sender and receiver.

In order to have communication skills, you must be able
to:
 Listen
 Read
 Speak
 Write
Channels vs. Media

Channels are the avenues through which messages
are delivered.


Ex.) Face-to-face conversations, telephone calls, written
memos, letters, reports, and e-mail.
Media differs from channels in terms of how much
content they can carry, the speed in which the
message is delivered, cost, accuracy, & quality of
content.

Ex.) Television, radio, print media, & the Internet.
Is Your Message is Clear?


Feedback is a receiver’s response to a message.
It allows participants to clarify the message and
make sure that all parties gave the message the
same meaning.

Ex.) Class activity!
Barriers to Communication…

Are obstacles that interfere with the understanding
of a message.


Ex.) What do you call a carbonated, sugary beverage
that comes in cans or bottles?
 Soda, pop, soda pop.
Therefore, marketing professionals need to make
sure the language they are using is appropriate and
understood by their target audience.
One of the factors that need to be taken into account
when considering communication is ability of the
human brain to create meaning where, perhaps, none
exists. Sometimes this is a block to communication,
but it can also be a great benefit…
 Aoccdrnig to rscheearch at Cmabrigde Uinervtisy, it
deosn't mttaer in waht oredr the ltteers in a wrod
are, the olny iprmoetnt tihng is taht the frist and lsat
ltteer be at the rghit pclae. The rset can be a ttoal
mses and you can sitll raed it wouthit porbelm. Tihs is
bcuseae the huamn mnid deos not raed ervey lteter
by istlef, but the wrod as a wlohe.
Does it Matter Where You Are?

Setting is the circumstance under which
communication takes place; they include:





Place
Time
Sights
Sounds
Setting can help or hinder the ability to exchange
messages.

Ex.) Class activity!
Speaking

People use speech in marketing for:



Customer relations
Presenting marketing plans
Advertising
General Rules for Effective Speaking:
Show respect
1.
o
In most business situations, the most important rule is to
show courtesy and respect for others.
Know the purpose
2.
o
o
o
Inform: be clear, concise, and to the point.
Persuade: convince a person to change a perception in
order to get them to do what you want.
Entertain: helps create a comfortable atmosphere, build
friendships, and improve customer relations.
Use your voice & nonverbal cues
3.
o
o
Good tone and pace.
Use of body language and eye contact.
Speaking Formally…


A good speech begins with an opening statement,
and ends with a concluding statement.
In between, 4 basic patterns can be used to
structure the message:
1.
2.
3.
4.
Enumeration: listing items in order. (first, second, third)
Generalization: statements that is accepted as true by
most people. Support with evidence. (for example)
Cause & Effect: Demonstrate that one event is the cause
of another. (therefore, consequently, as a result)
Compare & Contrast: new concepts are explained by
showing how they are similar or unlike those listeners
already know. (similarly, however, nevertheless, on the
other hand)
Listening in
Business
*Listening, like all skills, MUST be learned!
Listening Techniques
1.
2.
3.
4.
5.
6.
7.
8.
Identify the purpose
Look for a plan
Give feedback
Search for a common
interest
Evaluate the message
Listen for more than verbal
content
Listen for a conclusion
Take notes
Barriers to Listening for Understanding
1.
Distractions: things that compete with the
message for the listener’s attention.



2.
3.
Noises
Conversations
Competing thoughts
Emotional Barriers: biases against the sender’s
opinions that prevent the listener from
understanding.
Planning a Response: occurs when a receiver of
the message stops listening and instead begins to
think about what to say next.
Apprentice Clip
Job Interview 101
Task:


1.
2.
3.
How did this clip display the importance of listening?
What happened to the interviewees as a result of their poor
listening?
What barriers to listening were being presented in this clip?
Reading in Business
Techniques for Effective Reading
Reading skills are essential on any job; in fact, they
are usually needed to get a job in the first place.

Know your purpose of your reading:
1.

Read for meaning:
2.






It is helpful when reading to look for a plan, search for an
interest, and evaluate the message.
Focus your mind
Summarize as you read
Make connections
Form mental pictures
Beware of jargon
Subliminal Messages in Top Company Logo's
Writing

People in marketing use writing for:




SWOT Analysis
Marketing Plans
Packaging
Advertising
When Writing…
Know your audience
Know your purpose
Know your subject
Writing style differs from industry to industry,
therefore it is important to:
1.
2.
3.



Use Language Effectively: translate your ideas and
feelings into language that makes sense to reader.
Organize Your Thoughts: construct your message in 3
parts- an opening paragraph, persuasive body, and
concluding paragraph.
Activity Time!!!
o
o
o
o
With Thanksgiving now behind us, we
are full swing into the holiday season!
That being said…and using your
powers of persuasion and creative
writing, you and your partner(s) are
to write AND perform a musical jingle
for the product you “pitched” to the
class.
In order to receive credit for this
activity, the jingle MUST be at least 1
minute in length! ALL groups will
perform their jingle in front of the
class.
Good Luck!
Holiday Ads
Jingle Hoops
 Joe Boxer Holiday Ad
