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Chapter – 01
Communication & Its Process
Communication is a process of exchanging verbal and non verbal messages. It is a continuous
process. Pre-requisite of communication is a message. This message must be conveyed through some
medium to the recipient. It is essential that this message must be understood by the recipient in same
terms as intended by the sender. He must respond within a time frame. Thus, communication is a two
way process and is incomplete without a feedback from the recipient to the sender on how well the
message is understood by him.
Communication may be defined as a process concerning exchange of facts or ideas between persons
holding different positions in an organisation to achieve mutual harmony. The communication
process is dynamic in nature rather than a static phenomenon.
Communication Process
The main components of communication process are as follows:
1. Context - This is the subject matter of the communication. This may be an opinion, attitude,
feelings, views, orders, or suggestions. Communication is affected by the context in which it
takes place. This context may be physical, social, chronological or cultural. Every
communication proceeds with context. The sender chooses the message to communicate
within a context.
2. Sender / Encoder - Sender / Encoder is a person who sends the message. A sender makes use
of symbols (words or graphic or visual aids) to convey the message and produce the required
response. The person who intends to convey the message with the intention of passing
information and ideas to others is known as sender or communicator. For instance - a training
manager conducting training for new batch of employees. Sender may be an individual or a
group or an organization. The views, background, approach, skills, competencies, and
knowledge of the sender have a great impact on the message. The verbal and non verbal
Chapter – 02
Chapter – 03
Dr. Meghashree A. Dadhich
Electronic Media & Its Role in Mass Communication
Electronic Media
Electronic Media are media that use electronics or electromechanical energy for the end
user (audience) to access the content. This is in contrast to static media (mainly print media), which
today are most often created electronically, but do not require electronics to be accessed by the end
user in the printed form. The primary electronic media sources familiar to the general public
are video recordings, audio recordings, multimedia presentations, slide presentations, CD-
ROM and online content. Most new media are in the form of digital media. However, electronic
media may be in either analogue electronics data or digital electronic data format. They may include
television, radio, Internet, fax, CD-ROMs, DVD, and any other medium that requires electricity or
digital encoding of information. The term 'electronic media' is often used in contrast with print media.
Communication using electronic media allows transmission of message or information using
computer systems, fax machine, e-mail, telecommunication or video conferencing and satellite
network. People can easily share conversation, picture, image, sound, graphics, maps, interactive
software and thousands of things for the development of electronic communication. Due to electronic
technology, jobs, working locations and cultures are changing and therefore people can easily access
to worldwide communication without any physical movement.
Advantages of Electronic Communication
The following points highlight on the advantages of electronic communication:
1. Speedy transmission: It requires only few seconds to communicate through electronic media
because it supports quick transmission.
2. Wide coverage: World has become a global village and communication around the globe
requires a second only.
3. Low cost: Electronic communication saves time and money. For example Text sms is cheaper
than traditional letter.
4. Exchange of feedback: Electronic communication allows instant exchange of feedback. So
communication becomes perfect using electronic media.
5. Managing global operation: Due to advancement of electronic media, business managers can
easily control operation across the globe. Video or teleconferencing e-mail and mobile
communication are helping managers in this regard.
Disadvantages of Electronic Communication
Electronic communication is not free from the below limitations:
1. Volume of data: The volume of telecommunication information is increasing in such a fast rate
that business people are unable to absorb it within relevant time limit.
2. Cost of development: Electronic communication requires huge investment for infrastructural
development. Frequent change in technology also demands for further investment.
Dr. Meghashree A. Dadhich
3. Legal status: Data or information, if faxed, may be distorted and will cause zero value in the eye
of law.
4. Undelivered data: Data may not be retrieved due to system error or fault with the technology .
Hence required service will be delayed
5. Dependency: Technology is changing everyday and therefore poor countries face problem as
they cannot afford new or advanced technology. Therefore poor countries need to be dependent
towards developed countries for sharing global network.
A business will need to provide messages in different formats or media. This depends on the
individual needs of different stakeholders and whether the message is internal or external. Internal
communications take place within the organisation. External communications take place with people
or bodies outside the organisation such as regulators, the government and the press. Any
communication provides an opportunity for good public relations (PR).
To communicate effectively, the message needs the correct medium. This depends on the nature of
the communication and the direction of the message across, up or down an organisation or group.
Vertical communication up and down the organisation may be necessary when a particular message
must be delivered quickly and exactly, for example, a change to interest rates on a product. This
change needs to be understood throughout the society from the marketing department who advertise
through to the branch staff who sell it to members.
Lateral communication across the organisation may be within building societies or between them and
their customers. For example, when informing members of legal changes, a letter to individual
members would be the most appropriate route. If the society wanted to communicate to new or
prospective customers/members, then TV or leaflet advertising would be effective.
The media industry today is at its most critical juncture since an earlier rush of new technologies
made mass media possible.
The Importance of Television for Business Promotion & PR
Television is now the second most popular mass media channels in the world, and its growth is seen
all over the world every day. Because of its transmission of speech and moving pictures, it has
become one of the most viable and strong story tellers. Television is therefore a means for political,
economic, cultural and other elites to inform, educate, entertain and influence the public. The
information flow is more or less in one direction from the actors to the mass television audience.
Watching TV is the most common leisure activity in our country today. It is the medium where the
consumer spends the most “attentive” time. A number of surveys report average daily television
viewing time as high as five to six hours. No wonder it has grown into a giant advertising medium.
While the newspaper may cover the city’s general metropolitan area, TV offers the greatest
possibility for creative advertising. With a camera, you can take your audience anywhere, and show
them almost anything. The power of television is in its ability to simultaneously appeal not only to
Dr. Meghashree A. Dadhich
sight and hearing, but to strengthen interest through the dimensions of movement and the realism of
full colour. It is comprised of pictures and words, but of the two, the pictures are infinitely more
important.
TV advertising can show and tell many people about the product or service and actually demonstrate
the benefits of ownership. Since they see how it works and how it is packaged, every time they see it
they will be psychologically reminded of their desire to have it.
Television always has been a popular medium for large retailers, but because of lowered production
costs and the ability of cable to reach smaller market areas, its use by small and medium size
businesses is becoming more popular. Television is often referred to as the “king” of the advertising
media. It has proven its power to influence human behaviour again and again. But it is also the
“king” of advertising costs as well.
Advantages of Television Advertising
Some advantages of television advertising include the following:
Television reaches very large audiences usually much larger than the audience the local
newspaper reaches, and it does so during a short period of time.
Since there are fewer television stations than radio stations in a given area, each TV audience is
divided into much larger segments, which enables you to reach a larger, yet, more diverse
audience.
It has the ability to convey the message with sight, sound and motion, and can give a product or
service instant validity and prominence.
Message sender can easily reach targeted audiences. Children can be reached during cartoon
programming, homemakers during daytime programming, and insomniacs after midnight.
Disadvantages of Television Advertising
When you advertise on TV, your commercial is not only competing with others, it is also
competing with the viewer’s environment as well.
Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to
capture their attention.
A minimum amount of airtime provides limited length of exposure and ad clutter.
The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t
see the commercial again.
Multiple exposures are required to achieve message retention and consumer action. If you don’t
reach your viewer at least 5-7 times, you are just throwing money away.
No station loyalty; viewers have little or no loyalty to the station itself – especially since cable
and Internet can bring dozens of viewing alternatives into the home. For example, viewers will
watch a given channel for a program they know will be aired at a specific time. If a football
Chapter – 04
Customer Service & Complaints Handling
Businesses nowadays need to positively delight customers if they want to earn their loyalty.
Customer complaints are inevitable, no matter how streamlined your business. They must always be
acknowledged and dealt with effectively. By ignoring or dismissing complaints, you are effectively
telling the customer that you don’t value their opinions. Many business owners see complaint
management as a time-consuming and frustrating process. However, by developing an efficient
system, complaints can be resolved quickly and easily.
Chapter – 05
Principles & Methods of Due Collection
An effective collections policy requires some kind of formal system that ensures overdue accounts
get paid. Letting late payments languish can disrupt cash flow and harm your company's chances of
success. Fortunately, most customers pay their bills in the normal course of business. In fact, based
on historical data compiled by the Foundation, delinquency generally averages between 7 and 9 days
across all industries at any given time. Additionally, delinquency in excess of 91 days for all
industries rarely surpasses 2 percent.
Chapter – 06
Communication with Aids to Trade & Role of Advertisements in
Business
Trade or exchange of goods involves several difficulties, which are removed by auxiliaries known as
aids to trade. It refers to all those activities, which directly or indirectly facilitates smooth exchange
of goods and services.
Chapter – 07
PR through Sales Promotion: Price Based and Attention Getting
Promotion
Public Relations and Publicity:
Public relations is an organization’s communications that seek to build good relationships with an
organization’s publics, including consumers, stockholders, and legislators. It includes obtaining
favourable publicity, building up a good “corporate image,” and handling or heading off
unfavourable rumours, stories, and events. Publicity is unpaid communication about an organization
that appears in the mass media. Public relations may consist of writing press releases, holding special
events, conducting and publishing consumer surveys about a product or the company, and efforts to
put a positive spin on negative company news. Unlike sales promotions, public relations activities do
not usually seek a short-term increase in sales. Instead, they try to craft a long-term positive image
One of the barriers to greater reliance on public relations campaigns is the difficulty encountered
when trying to gauge their effectiveness. It is possible to tell if a PR campaign is getting media
exposure, though it’s more difficult to gauge bottom-line impact. In-house assessments, awareness
and preference research studies, and the measurement of print and broadcast coverage generated by
PR activities as well as impression counts can be used in the PR campaign evaluation.
Sales Promotion:
Sales Promotion is the use of short-term incentives to encourage the purchase or sale of a product.
Sales promotions are programs such as contests, coupons, displays, trade shows, samples, premiums,
product demonstrations, or other incentives that marketers design to build interest in or encourage
purchase of a product during a specified time period. Sales promotions are intended to stimulate
immediate action, often in the form of a purchase, rather than to build long-term loyalty. Whereas
advertising and personal selling offer reasons to buy a product, sales promotion offers reasons to
buy now.
Sales promotion geared to marketing intermediaries is called trade promotion. Companies actually
spend about as much on trade promotion as on advertising and consumer-oriented sales promotion
combined. Trade promotion strategies include offering free merchandise, buyback allowances, and