Advertising As A Tool Of Communication

Advertising is a form of mass communication with the public. It is usually one sided i.e. from the company to the buyer/potential user of the product. It is a form of communication that typically attempts to persuade the potential customers to purchase or consume more of a particular brand of product/services. As rightly defined by Bovee, “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”

Advertising an important tool of communication is use to promote commercial goods and services, it can also be used to inform, educate and motivate the public about non-commercial issues such as AIDS, Don’t drink and drive, Polio, Save water, electricity, animals and trees etc. “Advertising justifies its existence when used in the public interest – it is much too powerful tool to use solely for commercial purposes.” – Attributed to Howard Gossage by David Ogilvy.

Advertising is most effective with products that can be differentiated from similar products based on consumer accepted quality difference. Tom Egelhoff has classified advertising in 6 types, i.e. for company image, name brands, advertising service instead of a product, business-to-business advertising, co-op advertising and public service advertising. Television, Radio, Cinema, Magazine, Journal, Newspaper, Video Game, Internet, Billboard, Transit Cards, Sandwich Board, Skywriting are the different mediums used to deliver the message. The companies choose the method according to the cost, budget, target audiences and their response. However, word of mouth advertising/ personal recommendations is an unpaid form of advertising which can provide good exposure at minimum cost.

Various new forms of advertising are growing rapidly. One of them is Social Networking Advertising. It’s an online advertising with a focus on social networking sites and use of the internet/ World Wide Web in order to deliver marketing messages and attract customers. The other is E-Mail advertising; E-Mail Marketing is often known as “opt-in-email advertising” to distinguish it from spam. “I believe ‘credibility’ is one of the biggest issues yet to be addressed by Internet advertisers. Everyone has their eye on ‘privacy’ as a critical concern, but credibility will be far more enabling or disabling to website profitability. A company can have a web presence and, unless the brand name is familiar, consumers have no way of knowing whether it’s a big company, a small company, an honest company, or a single scoundrel. I may be worried about my personal data being disclosed in violation of my privacy, but I’m far more concerned about whether or not the person or company with whom I’m dealing is reputable. Can I believe their claims? Will I have a recourse if something is wrong with the merchandise? Credibility no longer is strictly a brick-and-morter issue. I can’t judge someone by their place of business, when I conduct that business on the Internet. I can’t grasp a hand and look into their eyes to judge their veracity. Credibility is a huge issue.” – Jef Richard.

For a message to be effective keep it short, simple, crisp and easy to absorb. It is essential to translate the products/services offer into meaningful customer benefit by advertising and to build awareness and generate response. REMEMBER: – THE AIDA MODEL -ATTENTION, INTEREST, DESIRE AND ACTION.

In the modern scenario, most of the companies outsource their advertising activities to an advertising/ad agency which is a service business dedicated to creating, planning and handling advertising and sometimes also performs other forms of promotion like public relations, publicity and sales promotion for its client. Departments of the advertising agency includes: – The Creative Department (who creates an actual advertisement), Account Service (who is responsible for co-ordinating the creative team, the client, media and the production staff), Creative Service Production (here the employees are the people who have contacts with the suppliers of various creative media), Other department and Personnel. (like public relations). As said by David Ogilvy once that the relationship between a manufacturer and his advertising agency is almost as intimate as the relationship between a patient and his doctor. Make sure that you can life happily with your prospective client before you accept his account.

Thus, I would conclude by the famous words of Bruce Barton (1955), “Advertising is of the very essence of democracy. An election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow.”

Lucrative Home Based Businesses

A lucrative home based business as the dictionary defines it is profitable; Moneymaking and affordable. What this means is your lucrative home business will be producing a sizable profit at an affordable cost.

For your home business to be profitable it must be bringing in more money than what you're spending on a monthly basis. Most online home businesses take at least 3 months to become profitable. So it is important to work hard on your online business for those first 3 months as this will set your business up to be profitable.

The moneymaking part of your business comes down to what programs and or products you are selling. The lucrative home based business will have multiple income options and not put all its eggs in one basket. It is very handy if you can put all the income options under one link. This will allow you to concentrate on advertising just that link.

You should always work within one of financial means and stick to your budget. Being an affordable home business depends on what your financial situation is. Some will have larger budgets than others but do not let this stop you from having your own lucrative home based business. If your budget is low there are so many free methods of advertising and some free methods are the most proven online today.

The 3 tangibles that define a lucrative home based business, profitable; Moneymaking and affordable all work together to help you make money online. Having the right programs in place will have you in profit within 3 months and if you stick to your budget within 12 months you may have financial freedom and this is what every internet marketer strides for.

Overcoming Communication Barriers in Organizations

Although all communication is subject to misunderstandings, business communication is particularly difficult. The material is often complex and controversial. Moreover, both the sender and the receiver may face distractions that divert their attention. Further, the opportunities for feedback are often limited, making it difficult to correct misunderstandings. The following communication barriers in organizations and ways to overcome them will be the main topic of this article.

1. Information Overload. Too much information is as bad as too little because it reduces the audiences ability to concentrate effectively on the most important messages. People facing information overload sometimes try to cope by ignoring some of the messages, by delaying responses to messages they deem unimportant, by answering only parts of some messages, by responding inaccurately to certain messages, by taking less time with each message, or by reacting only superficially to all messages.

To overcome information overload, realize that some information is not necessary, and make necessary information easily available. Give information meaning rather than just passing it on, and set priorities for dealing with the information flow. Some information isn’t necessary.

2. Message Complexity. When formulating business messages, you communicate both as an individual and as representative of an organization. Thus you must adjust your own ideas and style so that they are acceptable to your employer. In fact, you may be asked occasionally to write or say something that you disagree with personally. Suppose you work as a recruiter for your firm. You’ve interviewed a job candidate you believe would make an excellent employee, but others in the firm have rejected this applicant. Now you have to write a letter turning down the candidate: You must communicate your firms message, regardless of your personal feelings, a task some communicators find difficult.

To overcome the barriers of complex messages, keep them clear and easy to understand. Use strong organization, guide readers by telling them what to expect, use concrete and specific language, and stick to the point. Be sure to ask for feedback so that you can clarify and improve your message.

3. Message Competition. Communicators are often faced with messages that compete for attention. If you’re talking on the phone while scanning a report, both messages are apt to get short shrift. Even your own messages may have to compete with a variety of interruptions: The phone rings every five minutes, people intrude, meetings are called, and crises arise. In short, your messages rarely have the benefit on the receivers undivided attention.

To overcome competition barriers, avoid making demands on a receiver who doesn’t have the time to pay careful attention to your message. Make written messages visually appealing and easy to understand, and try to deliver them when your receiver has time to read them. Oral messages are most effective when you can speak directly to your receiver (rather than to intermediaries or answering machines). Also, be sure to set aside enough time for important messages that you receive. Business messages rarely have the benefit of the audiences full and undivided attention.

4. Differing Status. Employees of low status may be overly cautious when sending messages to managers and may talk only about subjects they think the manager is interested in. Similarly, higher-status people may distort messages by refusing to discuss anything that would tend to undermine their authority in the organization. Moreover, belonging to a particular department or being responsible for a particular task can narrow your point of view so that it differs from the attitudes, values, and expectations of people who belong to other departments or who are responsible for other tasks.

To overcome status barriers, keep managers and colleagues well informed. Encourage lower-status employees to keep you informed by being fair-minded and respectful of their opinions. When you have information that you’re afraid you boss might not like, be brave and convey it anyway. Status barriers can be overcome by a willingness to give and receive bad news.

5. Lack of Trust, Building trust is a difficult problem. Other organization members don’t know whether you’ll respond in a supportive or responsible way, so trusting can be risky. Without trust, however, free and open communication is effectively blocked, threatening the organization’s stability. Just being clear in your communication is not enough.

To overcome trust barriers, be visible and accessible. Don’t insulate yourself behind assistants or secretaries. Share key information with colleagues and employees, communicate honestly, and include employees in decision making. For communication to be successful, organizations must create an atmosphere of fairness and trust.

6. Inadequate Communication Structures. Organizational communication is effected by formal restrictions on who may communicate with whom and who is authorized to make decisions. Designing too few formal channels blocks effective communication. Strongly centralized organizations, especially those with a high degree of formalization, reduce communication capacity, and they decrease the tendency to communicate horizontally thus limiting the ability to coordinate activities and decisions. Tall organizations tend to provide too many vertical communication links, so messages become distorted as they move through the organization’s levels.

To overcome structural barriers, offer opportunities for communicating upward, downward, and horizontally (using such techniques as employee surveys, open-door policies, newsletters, memo, and task groups). Try to reduce hierarchical levels, increase coordination between departments, and encourage two-way communication.

7. Incorrect Choice of Medium. If you choose an inappropriate communication medium, your message can be distorted so that the intended meaning is blocked. You can select the most appropriate medium by matching your choice with the nature of the message and of the group or the individual who will receive it. Face-to-face communication is the richest medium because it is personal, it provides immediate feedback, it transmits information from both verbal and nonverbal cues, and it conveys the emotion behind the message. Telephones and other interactive electronic media aren’t as rich; although they allow immediate feedback, they don’t provide visual nonverbal cues such as facial expressions, eye contact and body movements. Written media can be personalized through addressed memos, letters, and reports, but they lack the immediate feedback and the visual and vocal nonverbal cues that contribute to the meaning of the message. The leanest media are generally impersonal written messages such as bulletins, fliers, and standard reports. Not only do they lack the ability to transmit nonverbal cues and to give feedback, they also eliminate any personal focus.

To overcome media barriers, choose the richest media for no routine, complex message. Use rich media to extend and to humanize your presence throughout the organization, to communicate caring and personal interest to employees, and to gain employee commitment to organizational goals. Use leaner media to communicate simple, routine messages. You can send information such as statistics, facts, figures and conclusions through a note, memo or written report

8. Closed communication climate. Communication climate is influenced by management style, and a directive, authoritarian style blocks the free and open exchange of information that characterizes good communication.

To overcome climate barriers, spend more time listening than issuing orders.

9. Unethical Communication. An organization cannot create illegal or unethical messages and still be credible or successful in the long run. Relationships within and outside the organization depend or trust and fairness.

To overcome ethics barriers, make sure your messages include all the information that ought to be there. Make sure that information is adequate and relevant to the situation. And make sure your message is completely truthful, not deceptive in any way.

10. Inefficient Communication. Producing worthless messages wastes time and resources, and it contributes to the information overload already mentioned.

Reduce the number of messages by thinking twice before sending one. Then speed up the process, first, by preparing messages correctly the first time around and, second, by standardizing format and material when appropriate. Be clear about the writing assignments you accept as well as the ones you assign.

11. Physical distractions. Communication barriers are often physical: bad connections, poor acoustics, illegible copy. Although noise or this sort seems trivial, it can completely block an otherwise effective message. Your receiver might also be distracted by an uncomfortable chair, poor lighting, or some other irritating condition. In some cases, the barrier may be related to the receiver’s health. Hearing or visual impairment or even a headache can interfere with reception of a message. These annoyances don’t generally block communication entirely, but they may reduce the receiver’s concentration.

To overcome physical distractions, try to prepare well written documents which are clear, concise, and comprehensive. When preparing oral presentations try to find a setting which permits audience to see and hear the speaker clearly.

How to Turn $50 Into $5,000 in 30 Days

A critical first step in making more money is to determine your reason(s) for making the extra money. It could be that you want to make enough money for a down payment on a new car. I heard that Mercedes has a new offer on the stylish S-Class series. Maybe you want to take a well deserved vacation. The average vacation cost is $4,580 according to cnsnews.com. Perhaps you want to save up for a wedding. Weddings, by the way, are going for a whopping $28,400 on average according to money.ccn.com. It might be that your children are bugging you to create or add money to their education fund. Education costs are skyrocketing. College costs have surged 500% in the U.S. since 1985 according to Bloomberg.com. The reason could be debt related. The average credit card debt per adult in the U.S. is $4,878. The money you make could be used to pay off your credit card debt, or pay off medical bills. Medical bills incidentally, are the biggest cause of bankruptcies in the U.S. according to cnbc.com.

It’s critical to write down your reason(s) now. Please get a pen and paper and do so before continuing.

Next Steps -

  • Establish your goal. A goal is a desired result a person, plans and commits to achieve a personal or organizational desired end-point in some sort of assumed development. A goal is something you put in writing with a specific amount our outcome and a specific time frame or deadline. Your goal could be to earn $5,000 within 30 days as an example. Or it could be to earn $50,000 within 3 months. It’s your goal.
  • Define the objective. Objectives are closely related to goals. And the two terms are often used synonymously. But goals and objectives are different. Objectives are specific and measureable milestones that must be achieved in order to reach a goal. In this example, your objective is to find people who are interested in buying products and/or services and sell them those products and/or services at a price they can afford.
  • Create a strategy. With your goal and objective established and in writing, you can now proceed to the strategy. A strategy is a plan of action designed to achieve your objective and goal. The strategy is a high-level written statement of the methods you will use to reach your goal. In this example, your strategy will be to use affiliate marketing opportunities to and a blog to bring buyers and sellers together. When a sale is made, you will earn a commission.
  • Develop your tactics. Tactics are specific actions required to deliver on a strategy. Tactics are what you do, and for every strategy, there are a number of tactics. You will be using several marketing techniques in order to attract buyers to your blog. Social media marketing, article marketing, video marketing and other techniques will be utilized.

What is Affiliate Marketing? Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts according to Wikipedia. It’s a function of e-commerce. By the way, total e-commerce spending in the United States will hit approximately $262 billion this year, up 13.4% from $231 billion last year, according to a new projection from Forrester Research Inc. Affiliate marketing is a low-risk, high-return strategy for online marketers. U.S. affiliate marketing spending will reach $4 billion by 2014 and will increase at a compound annual growth rate of 16% from 2009 through 2014 according to Forrester Research Inc. By becoming an affiliate marketer, you are plugging into this exchange of buyers and sellers and you are giving yourself an opportunity to make a lot of money.

Some of the top affiliate marketers are pocketing over $2 million a year. There’s plenty of money to go around but no promises that you’ll make $2 million a year right out of the gate. However, if you are committed to the process, you can make a full time income working part time hours.

Okay, so the next step is to identify the industries you want to help. You may be inclined to decide based on your personal interests. Maybe you’ve read that a particular industry is about to surge. There are many industries that offer affiliate marketing opportunities.

The renewable energy industry may be of interest to you. There are many products that are available online such as solar-powered flash lights. By the way, when is the last time you saw a solar-powered flash light in Wal-Mart or your local sporting goods store? They are incredibly hard to find. Many people who enjoy the outdoors would save a great deal of money on batteries and lantern fuel if they had solar-powered flash lights and lanterns. This is just one example of items that people will gladly buy from your blog.

Another example is personal financial services. Millions of people are struggling with personal debt and need solutions to help them get back on their feet financially. By offering people credit card debt reduction services or mortgage refinance services that they can’t get locally, you are helping them regain control of their life and you will get paid in the process!

Maybe you love to travel or wish you could travel more. Providing travel packages to exotic places may float your boat so to speak.

Provide health-related products/and or services to millions of people who are searching for ways to lose weight and live a more active lifestyle. There are many options to choose from and many ways to make money as an affiliate marketer in most industries.

The next step is to create a blog so you can inform people of the products and/or services that will improve their lives. There are many companies that offer free blog space or you can purchase blog space. It depends on your budget and your technical skills. Spend a day or two learning how to create a blog and how to add blog posts to your blog.

Write a few posts detailing information about your industry and the products and/or services that will soon be available on your blog. Make sure your content is informative and interesting. The last thing your visitors will want to read are blatant advertisements.

Next, apply to become an affiliate marketer for the companies in your industry. Use Google to locate the providers for the types of products and/or services you have selected to sell and complete their affiliate marketer application. You will get an answer within 48 hours in most cases. Be sure to keep track of which affiliate programs you have applied for and what the outcome is for each application.

You can then begin adding affiliate links to your blog for the products and/or services you wish to sell. Try to balance your blog with content and advertisements. A rule of thumb is to load up your blog with 70% content and 30% advertising. Another piece of advice is to offer products and/or services that will give you a good range of commissions. In other words, include high, medium, and low commissionable items on your blog to give yourself a good mix. You may sell several of each during the course of a day and having the right mix will enable you to reach your income goal.

Now it’s time to market your blog. People will learn about your blog through your marketing efforts. Your marketing plan should include social media (Twitter, Facebook, YouTube, and others). It should also include articles and e-books as well as SEO (Search Engine Optimized) blog posts.

Write down a list of keywords your niche market will most likely use to search online for the information and items you’re publishing on your blog.

Spend at least an hour each day marketing your blog. Be sure to include the list of keywords you just wrote down for your Twitter searches. Follow people who are industry leaders as well as people who appear to be novices in the industry. By the way, the industry leaders typically have many more followers than novices have.

There are many Twitter tools available which you can use to reduce the time required to build, maintain, and communicate with your Twitter following. Search for Twitter lists related to your industry and create a list for your account.

Use online automation tools for the delivery of your blog posts to your target audience to reduce the amount of time and effort required for tweets.

Include a Facebook Fan page in your marketing plan. Create a Facebook Fan page and add relevant content and photos. Post snippets of your posts on the Fan page to pique the Facebook visitors’ curiosity and encourage them to visit your blog.

Articles and videos should also be used to promote your blog. Ideally, you should write one or two articles each week. You can convert the article to an e-book and even a video after the article has been published. Establish goals for your marketing plan and adjust your efforts until your goals have been reached. I have written other articles as well as blog posts with thorough instructions on writing articles, setting social media marketing plan, conversion goals, and creating an overall online marketing plan as well as other tips and tricks.

Replace low-performing affiliate programs with other programs until the conversion rates are at acceptable levels.

Continue to market, measure, and adjust until you have reached your traffic, conversion, and income goals.

In summary, when you identify the reasons for making more money and you have clearly established a written goal, you can then proceed to creating objectives, strategies, and tactics for reaching your goal. Monitoring your progress on a daily basis and making adjustments, will keep you on track. E-commerce is here to stay and there is a growth surge just before the holiday season but anytime is a great time to get started. Your start-up costs should be around $50 or less depending on the blog service you use and other blog-related items you choose.

The two most important things to remember is you need to align yourself with the people and resources which will provide assistance to you at any point in the process and you need to get started now.

“Alone we can do so little; together we can do so much” — Helen Keller

“You may delay, but time will not.” –Benjamin Franklin