...5.3 Audience Relationship: Emphasize the Positive Revise these sentences to be positive rather than negative. • a. To avoid damage to your credit rating, please remit payment within 10 days. • b. We don’t offer refunds on returned merchandise that is soiled. • c. Because we are temporarily out of Baby Cry dolls, we won’t be able to ship your order for 10 days. • d. You failed to specify the color of the blouse that you ordered. • e. You should have realized that waterbeds will freeze in unheated houses during winter. Therefore, our guarantee does not cover the valve damage, and you must pay the $9.50 valve-replacement fee (plus postage). 5.5 Audience Relationship: Bias-Free Language Rewrite each of the following to eliminate bias: • a. For an Indian, Maggie certainly is outgoing. • b. He needs a wheelchair, but he doesn’t let his handicap affect his job performance. • c. A pilot must have the ability to stay calm under pressure, and then he must be trained to cope with any problem that arises. • d. Candidate Renata Parsons, married and the mother of a teenager, will attend the debate. • e. Senior citizen Sam Nugent is still an active salesman. 5.10 Message Composition: Selecting Words As you rewrite these sentences, replace the clichés and buzzwords with plain language (if you don’t recognize any of these terms, you can find definitions online): • a. Being a jack-of-all-trades, Dave worked well in his new general manager job. • b. Moving...
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...118 CHAPTER 5 Writing Business Messages LEARNING OBJECTIVES After studying this chapter, you will be able to 1 2 3 Explain the importance of adapting your messages to the needs and expectations of your audience Explain why establishing credibility is vital to the success of your communication efforts Discuss four ways of achieving a businesslike tone with a style that is clear and concise 4 5 6 Briefly describe how to select words that are not only correct but also effective Explain how sentence style affects emphasis within your message List five ways to develop coherent paragraphs COMMUNICATION CLOSE-UP AT CREATIVE COMMONS www.creativecommons.org Have you ever noticed that tiny © symbol on books, DVDs, music CDs, and other media products? It means that the person or organization who created the item is granted copyright protection, the exclusive legal right to produce, distribute, and sell that creation. Anyone who wants to resell, redistribute, or adapt such works usually needs to secure permission from the current copyright holder. However, what if you want people to remix the song you just recorded? Or suppose you need a few photos for a website? Other than for limited personal and educational use, a conventional copyright requires every person to negotiate a contract for every application or adaptation of every piece of work he or she wants to use. The search for some middle ground between “all rights reserved” and simply giving your work away...
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...Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Corporate Social Responsibility – A case study of Starbucks’ CSR communication through its corporate website Bachelor Thesis in Marketing and Management Communication Sanne Sanne Bruhn-Hansen CPR: XXXXXX-XXXX Supervisor: Tomasz A. Fediuk No. of characters: Thesis: 54,329 Abstract: 3,492 Page 1 of 42 Sanne Bruhn-Hansen Supervisor: Tomasz A. Fediuk Corporate Social Responsibility & Starbucks BAMMC – BA Thesis May, 2012 Abstract Organizations today are experiencing increased pressure from their surrounding environments to act as good social citizens while still being profitable. Acting social and ethical responsible has become an expectation rather than a differentiation strategy to obtain organizational legitimacy. Therefore, this thesis examines how the very successful global coffee company, Starbucks, communicates its CSR initiatives through its corporate website. The aim is to investigate what is communicated, what different online communication channels are utilized, as well as how the communication is framed to target different stakeholder groups. In the first part of the report, after stressing the relevance of engaging in CSR activities and the importance of effective CSR communication, Schwartz & Carroll’s (2003) Three Domain Approach for CSR motives is briefly introduced. This gives an overview of why companies engage in CSR...
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...Chapter 1 Marketing – the process of creating distributing, promoting, and pricing goods, services, and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment. The essence of marketing is to develop satisfying exchange relationships from which both customers and marketers benefit. CUSTOMERS & TARGET MARKET • Customers ‐ the purchasers of organizations’ products; the focal point of all marketing elements Target Market ‐ the group of customers on which marketing efforts are focused This TD Ameritrade ad targets Generation X. It makes the customer think about their retirement in terms of their currently small children. Right now Generation X is between age 30 and 45 and likely to have children who are close in age to the girl in the ad. • Marketing Concept vs. Selling Concept Marketing Concept – A philosophy that at organization should try to provide products that satisfy customers’ needs through a coordinated set of activities that also allows the organization to achieve its goals Selling Concept – Focuses on organization’s existing products and aims to sell what they make rather than making what the customer wants This ad is an example of the marketing concept. It focuses on satisfying the need of customers who tend to sweat more than the average person. The following SuitMart commercial is an example of the ...
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...with more social tools being develop and use by everyone. All of us are now connected to the Internet in one way or another. With the release of social media, everyone is broadcasting their life and events through it. This has taken a very fast pickup rate by the current generation. It has become part of everyday life, it is no longer a nice to have but a must have. Even the older generation has been trying to learn this new technology. It is very common now that company advertisement and promotion of new products have official Facebook account for the public to read and follow the product development till launch. Twitter has been another real time app to inform and give a shout out to ones friends and even reach out to a wide audience. This is not limited to a particular area and one can reach out to anyone in the world who is connected through the app. In view of the trend in internet world and it impact, it is no longer a matter of choice for companies to use social media but they should embrace social media to aid them in sustaining competitive advantage with three reasons to bear in mind. They are low-cost platform, allow rapid engagement between peers, employees, customers and the broader public and they give opportunity to learn from instant information and unvarnished feedback (Dutta 2010). In this report, it will be discussed...
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...Exective Summary: Research shows there is an excellent opportunity for growth and thus increasing the companies’ revenues tremendously. Majority of the company’s researched showed a 30% or higher increase in sales within 5 years which is great for expansion. Building an exceptional customer service program will Increasing sales and return customers and also expanding to new customers. Some background: On-line gaming in the US and global market increased over the past 5 years has been more than 30%. We also found that CanGo customer satisfaction rate is under 50% which threatens the company poetical for growth. Solution: To Expand into the gaming market using a Strategic planning process as part of company operations utilizing internal personnel with external training to get people qualified where they are needed. Identify the companies’ capabilities through Opportunity analysis by replace communication system with a lean, to the point customer service system with operators as needed then build a return customer base by offering rewards and discounts. Market analysis shows the increase of revenue 38% in the US and 30.8% in the global market. Finically CanGo Return on assets is 2.3% and return on sales is 10.94% , excellent. Capital raised the cost of the online gaming to 30,000. With an increase in the market and customer base, CanGo estimates can exceed the 30,000 yearly. SWOT Analysis: Strengths: The e-service that CanGo has offered its customers is a huge...
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...Target Audience: American citizens that concern about the role and impact of international students to the economy. Having International Students, Gain or Loss to U.S. Economy? The fame of the United States for education attracts many international students to this country every year. Besides being a good host, a portion of American citizens does not realize great contributions that international students bring to the economy. Moreover, there are even worries and complaints that international students are taking jobs away from domestic citizens after the President extended the time for international students to remain in the U.S. “the change could hurt U.S. job-seekers by making them compete against more foreign graduates” (“Obama”). Therefore, people who hold similar ideas believe it is better to diminish the flow of international students. “Community colleges and small state colleges especially should resist the lure of the foreign student market” (Vaughan). All of these misunderstandings neglect the positive role of these students and may harm the country in the long term. Reasonably speaking, international students play a crucial part in America’s economy and should not intimidate qualified job seekers. Providing education to international students is the lowest risk export. As data collected from the U.S Department of Commerce, Bureau of Economic Analysis, education ranked the third in U.S trade in private services in 2009 (Ward). In other words, education can be considered...
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...AN ANALYSIS OF THE FACTORS THAT CONTRIBUTE TOWARDS EFFECTIVE COMMUNICATION IN BROADCAST: A CASE STUDY OF UGANDA BROADCASTING CORPORATION (UBC TELEVISION) BY NNABBAMBA NOAH JMD/A/031/SEP/2013 A RESEARCH REPORT SUBMITTED TO THE DEPARTMENT OF JOURNALISM AND MASS COMMUNICATION IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF A DIPLOMA IN JOURNALISM AND MASS COMMUNICATION OF YMCA COMPREHENSIVE INSTITUTE KAMPALA APRIL 2015 DECLARATION I NNABBAMBA NOAH declare that this research report entitled “An Analysis of the Factors that Contribute towards Effective Communication in Broadcast” is my original work and to the best of my knowledge and understanding, it has never been submitted to any University or any other Institution of Higher Learning for the award of a Degree of a Diploma. All sources i have consulted are duly acknowledged. Signature;……………………………………….. Date;…………………………….. (Nnabbamba Noah) Page i of 53 APPROVAL This is to certify that this research report entitled, “An Analysis of the Factors that Contribute towards Effective Communication in Broadcast” has been done under my supervision and is now ready for submission. Signature;………………………………………Date;……………………............ Ms. (Mary Clare Nyirenda Katusabe) Page ii of 53 DEDICATION This research report is dedicated to my father Mr. John Baptist Nnabbamba, my mother Mrs. Kuteesa Joyce Faith Nnabbamba but not forgetting my dear sisters and brothers for their moral and financial support. It is also extended to my dearest...
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...MKTG 3030 D Final Report Group 1 Content Executive Summary ................................................................................................................................................. i Part Ⅰ: Situational Analysis 1. 3C Analysis: Company, Competition & Consumers...................................................................................... 1 2. 4P analysis: Product, Price, Placement & Promotion .................................................................................... 2 Part Ⅱ: Campaign 1. Target Market: Profile & Refinemnet .......................................................................................................... 4 2. Communication Objectives .......................................................................................................................... 4 3. Message Strategy: CFR, POP & POD.......................................................................................................... 5 4. Creative Strategy: Discover our excellent & Definr your excellent ............................................................ 5 5. Media Strategy: Objective, Media choices & Measurement ........................................................................ 8 6. Campaign Budget: Overall Budget & Distribution .................................................................................... 10 7. Research Strategy ........................................
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...Marketing Principles, Product Marketing Plan Executive Summary 1. Introduction 2.1 Company 2.2 Brand 2.3 Product 2. Internal (Micro) Analysis 2.1 Customer 3.External (Macro) Analysis 3.1 Political 3.2 Economic 3.3 Social 3.4 Technology 3.5 Environmental 3.6 Legal 3.7 Demographic 4.Marketing SWOT 4.1 Strength 4.2 Weakness 4.3 Opportunities 4.4 Threats 5. Marketing Strategy 5.1 Segmentation 5.2-1 Measurable 5.2-2 Accessible 5.2-3 Substantial 5.2-4 Differentiable 5.2-5 Actionable 5.3 Targeting 5.4-1 Importance 5.4-2 Distinctiveness 5.4-3 Preemptive 5.5 Positioning 5.6 Recommendation 6. Marketing Mix 6.1 Product 6.2 Place 6.3 Price 6.4 Promotion 6.5 Recommendation 1.Introduction: Company, Brand and Product 1.1 Company The company chosen was Veganburg, which was conceptualized and opened its door of its first outlet to consumer on 10 October 2010. Veganburg works on fast food concept and tries to recreate a new concept out of the term: fast food – serving tasty vegan meals that is great in taste and nutritional value. 1.2 Brand Veganburg is set on making plant-based diet inspiring and exciting. Veganburg had also played a part in the global restoration by going meat-free. A meat free diet will in turn not only be beneficial to the consumers but also for our mother Earth. Animal agriculture accounts for some of the most pressing environmental problems we are facing today, such as greenhouse...
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...Communications Plan for Axe Brand Universal Oil, Singapore Bachelor of Business (Marketing) - 7th Intake, Semester 3, Class C Ng Yu Yan S3352246 Low Li Ping S3352005 Pong Xu Leng S3352305 Tan Jian Sheng S3352375 Tan Jit Hao S3352378 Date: 18 September 2012 XOXO, AXE OIL XtraOrdinary Table of Contents EXECUTIVE SUMMARY 5 1. Situational Analysis 7 1.1. Internal Analysis 7 1.2. External Analysis 7 1.3. Competitors Analysis 8 1.4. SWOT Analysis 9 2. Marketing Opportunity 9 3. Marketing Objectives 10 4. Positioning 10 5. Communication Objectives 11 5.1. Category Need 11 5.2. Brand Awareness 12 5.3. Brand Attitude/ Preference 13 5.4. Brand Purchase/ Action Intention 13 6. Campaign Budget 13 7. Campaign Target Audience 14 7.1. Brand loyalty 14 7.1.1. Target audience profile 14 7.1.2. Non-Brand Loyal Users 14 7.1.3. Creative Targets and Behavioral Sequence Model 15 8. Creative Brief 16 9. Creative Strategy 16 9.1. Single Minded Proposition 17 9.2. Packaging 17 9.3. Brand 17 9.4. Creative Idea 18 9.5. Executional Mandatories 18 10. Media Strategy 18 10.1. TV Advertisement 18 10.2. Website Enhancement 19 10.3. Social Media 20 10.3.1. Facebook 20 10.4. Print Advertisement 20 10.4.1. Today Newspaper 20 10.4.2. 8 Days Magazine 21 10.5. Point of Purchase (POP) Advertising 21 11. Other IMC Activities 22 11.1. Out Of Home (OOH) Advertising 22 11.2. Quick Response Code...
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...THE IMPACT OF ADVERTISING ON CONSUMER PURCHASE DECISION. (A study of GIJ students) E. K. BONNEY 2014 TABLE OF CONTENT TABLE OF CONTENT ........................................................................................................................... i LIST OF TABLES, PLATES AND FIGURE ....................................................................................... iii ABBREVIATIONS ............................................................................................................................... iv ACKNOWLEDGEMENTS AND DEDICATION ................................................................................. v ABSTRACT........................................................................................................................................... vi CHAPTER ONE ..................................................................................................................................... 1 1. INTRODUCTION .......................................................................................................................... 1 1.1. BACKGROUND STATEMENT ............................................................................................ 1 1.2. PROBLEM STATEMENT ..................................................................................................... 9 1.3. RESEARCH OBJECTIVES / AIMS .................................................................................... 10 1...
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...colgate Meg Carey Max Jayapaul Julie Longmuir Kate Lynch Rani Marom Liz Sansone Marketing 9703 Dr. Chattalas Colgate-Palmolive Case Analysis April 10, 2002 COLGATE-PALMOLIVE COMPANY: THE PRECISION TOOTHBRUSH SWOT Strengths ColgateColgate-Palmolive is recognized as the world’s leader in personal care sales which included oral hygiene products like toothbrushes and toothpastes. In 1991, its sales topped at $6 billion and profits at $2.76 billionand as it cornered 43% of the world’s toothpaste market and 16% of the world’s toothbrush market. In the United States, the world’s largest market, ColgateColgate-Palmolive holds the number one spot in toothbrush sales with a market share of 23%. From these statistics, one of Colgate-Palmolive’s main strengths is being the market leader inpersonal oral care products. is one of Colgate ColgateColgate-Palmolive’s extensive overseas reach is another main strength. Based on the data in the case study, ColgateColgate-Palmolivehas introduced 275 new products worldwide and setup manufacturing facilities in China and Eastern Europe, breaching the new emerging economies inof the 21st century. On top of that, international sales accounted for 64% of total sales andand profits from international operations account for 67% of the total profits for ColgateColgate-Palmolive.-Palmolive ColgateColgate-Palmolive hasa very large an...
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...OMMUNICATION PRINCIPLES: 1.8 USING COMMUNICATION NETWORKS 1.7 FACE TO FACE COMMUNICATION UNIT 2 16 PRINCIPLES OF COMMUNICATION 2.1 CLARITY 2.2 COMPLETENESS 2.3 CONCISENESS 2.4 CONSIDERATION 2.5 COURTESY 2.6 CORRECTNESS 2.7 THE PURPOSE AND VALUE OF COMMITTEES UNIT 3 26 EFFECTIVE MEETINGS 3.1 TYPES OF MEETING 3.2 VIRTUAL MEETINGS 3.3 PLANNING A PROBLEM SOLVING MEETING 3.4 SETTING AN AGENDA UNIT 4 32 DEVELOPING THE PRESENTATION 4.1 INTRODUCTION 4.2 ANALYSING THE SITUATION 4.3 ESTABLISHING A PURPOSE 4.4 DEVELOPING THE THESIS 4.5 ON GIVING A SPEECH 4.6 PROFILE OF A GOOD SPEAKER 4.7 PLANNING TO SPEAK UNIT 5 41 THE ART OF WRITING 5.1 WRITING WELL 5.2 MEMOS & LETTERS 5.3 THE BUSINESS LETTER 5.4 E-MAIL 5.5 WRITING FOR EMPLOYMENT 5.6 TYPES OF CVS 5.7 ELECTRONIC CVS 5.8 JOB APPLICATION LETTERS 5.9 REPORTS BIBLIOGRAPHY 67 INTRODUCTION Welcome to the next module of your course of study in commerce. The purpose of the this module is to familiarize you with some key issues underlying the notions of communications – a very important aspects of any successful business. The first unit is about understanding ‘business communication skills’. We will see why good communication is important in business. We will examine some of the barriers to communication and how can they be overcome. We will also look at what is meant by non-verbal communication, networking and face-to-face communication...
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...How the Campustown Redwood and Ross Store Can Increase Sales to University of Illinois Undergraduate Men Prepared for Mark Hoover Manager Campustown Redwood and Ross Champaign, Illinois Prepared by Deanna Chapman Champaign, Illinois December 10, 2001 December 10, 2012 Mr. Mark Hoover Manager Campustown Redwood and Ross 519 East Green Street Champaign, IL 61820 Dear Mark: Here is the report you asked for September 25 about ways Redwood and Ross could increase its sales to University of Illinois undergraduate men. To increase sales, you should • Train all salesclerks to be more helpful, friendly, and courteous to the customers. • Target sales to fraternity members and freshmen. • Run ads in The Daily Illini on Fridays stressing the style and quality of Redwood and Ross's products and stating the store hours and campus location. • Advertise special sales so that price-conscious students will go into the store and become familiar with the products and store qualities. If Redwood and Ross continues its present promotional activities and fits the new advertising strategy into the program, awareness will increase, which will lead to greater sales in the long run. I enjoyed having the chance to apply marketing theory to a real problem. If you have any questions about the material in this report, please call me. Sincerely, [pic] Deanna...
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