Business communications

• The purpose of business communication is to convey information, ideas, opinions, or feelings.
• CPM (cost-per-mille) is the cost an advertiser has to pay for one thousand views or impressions of an advertisement
• Affinity is how effectively an advertising medium corresponds to the target market
• Clickrate calculation: Clickrate = clicks/Ad views * 100
• Coverage is the percentage of the population reached by using one or more advertising medium at least once
• Definition of Communication:

  • Sending and receiving information between two or more people
  • Process by which information is exchanged between individuals through a common system of symbols, signs or behavior
  • To encode-decode information, news, ideas, and feelings but also create and share meaning
• Types of Communication:

  • Verbal communication: through a spoken language that is understood by sender and receiver
  • Written Communication: through the use of symbols that are understood by both the sender and the receiver
  • Body language: nonverbal communication that can be used to send a message
• Communication in business:

  • Communication is a key function of management
  • Marketing Communications uses different marketing channels and tools in combination and focuses on any way a business communicates a message to its desired market
• Digital non-verbal communication:

  • Non-verbal communication communicates the underlying message
  • Examples include turned-off cameras, emojis, gifs, and professional-looking profile pictures
• Communication Theories:

  • Four sides model by Friedmann Schulz von Thun
  • Five basic communication axioms by Paul Watzlawick
  • Theory of cognitive dissonance by Leon Festinger
  • AIDA-Model by Elmo Lewis
  • Push and Pull marketing
  • KISS (Keep It Short and simple)
  • Corporate identity
• Internal communication includes formal and informal channels such as memos, emails, meetings, and social media.
• External communication involves communicating with stakeholders outside the organization through advertising, public relations, customer service, and marketing.