COMMERCIAL COMMUNICATION

DEFINITIONS:
(1) Communication is an exchange of facts, ideas, opinions of emotions by two or more persons. -William Newma & Charles summer

(2) Communication is the process of passing information and understanding from one person to other person. -Keith Davis (3) Communication is any behaviour that result in an exchange of meaning.
- The American Management Association

PROCESS OF COMMUNICATION:
Communication is a two way process, in which there must be two parties: the sender & receiver. In order to pas on or transfer an idea a person uses words, symbols, colours, signs, picture, gesture, sounds etc. which convey the idea The process of communication is a seven step procedure:

(1) Sender
(2) Enconding

(4) Channel

(5) Deconding

(6) Receiver
(7) Feedback

(3) Message

(1) Sender:
- The

process of communication is invited by the sender who has an idea to convey

(2) Encoding:
- Clear about the purpose or objective - Must choose a language or non verbal signs or symbols for message

(3) Message:
- the receiver should get the message loud & clear for communication to happen. - written or spoken. - verbal signs, sounds, gestures etc (4) Channel ( medium ): - uses proper channel or medium - medium depend on message

(5)

Deconding: - The receiver decodes the message after receiveng it. - Attaching or grasping meaning to the written words. i.e: language or symbols. (6) Receiver: - End of the cycle of communication.

(7) Feedback:
- Receiver response. - received the message. properly or not.

AIMS OR OBJECTIVES OF
COMMUNICATION:
(1) Knowledge (2) Information (3) Counselling (4) Request (5) Warning (6) Advice (7) Rasining

Moral

(8) Persuasion

(9) Appeal (10) Report (11) Motivation (12) Order (13) Suggestion (14) Complaint (15) Instruction

FORMS OF
COMMUNICATION:
(a) Verbal communication:

(1) Oral communication: -Getting desired result -Immediate rplay -Very effective face to face -Two way process in full operation

(2) Written communication:

- Most effective - Get the exact & same meaning - Letters, circulars, notice, memos,reports, minutes, advertisement & poster

(3) Communication through

-four language skill:-

a. Listening b. Reading c. Writing d. Speaking

(4) Advantages oral communication:

- Face to face conversation effective. - Feedback response immediately. - Misunderstanding & confusion is avoided

- The workers are motivated - Friendly atmosphere (5) Limitations of oral communication: - It is not prove - No documentary evidences - Receiver can not remember the message accurately for a long time

-Forget imporatant details - Invite troubles - No legal validity - Time passes in talks - Many discussions & no decisions are taken -Difficult to give responsibility to anyone for a mistake

(6) Advantages of written communication:

- It can be kept for a longer time. - It can be referred in future - It has legal validity in field of commerce. - Documentary evidences - Cheapest communication.

(7) LIMITATIONS OF WRITTEN

COMMUNICATION

- More time consuming - Immediate feedback is not possible - Write back and wait for the answers - Sender and receiver should know the same language

(b.) Non

verbal communication:
-Non verbal communication is a
communication that involves neither written nor spoken words. -It is also known as visual communication . -This communication concerned with such things as Body movements, Gestures, Facial expressions, Postures, Space, Time, Symbols & Sign, Voice Tone, Colour etc.

IMPORTANCE OF NON VERBAL

COMMUNICATION

(1) Non-verbal methods are used to support or enhance whenever we speak and to express & demonstrate a point. A speaker uses facial expressions, movement of hands and body posture to enrich the meaning of words. (2) Non-verbal methods have a quick effect on the mind of the receiver for example a red light at the traffic signal instantly indicates the person to stop.

(3) Non-verbal communication is highly effective when people have no time to read sentences especially on the highway the driver looks for the various symbols and decides his route and gets information about the direction-, distance, speed etc. (4) Maps, charts, graphs, symbols are very necessary to convey ideas related to places, data, directions etc. They support and consolidate the written data.

(5) Visuals on the television or any

screen are more interesting than mere words and hold attention.This proves that human beings, respond more naturally to pictures/sounds and colours. (6) Visuals or pictorial displays or posters are impressive and immediately understood. They arehighly effective to convey important information especially for uneducated people.

Types of non-verbal communication:

1.Body language :
The most popularly studied area of non-verbal communication is body language. The study of body movements as related to speech is called kinesics. Kinesics is the study of the body's movements. It is the manner in which the body communicates without words. A person communicates by the movement of eyes, face, hands, shoulders and by other such physical movements, we send message to others.

The outward body movement reflect true inner feeling of a person. Our eyes and facial features convey happiness, surprise, fear, anxiety, pain, stress and worry. Face is a part of body where a person looks first for the expressions. Bye contact with=a person also sends many messages like nervousness, shyness, embarrassment and even anger. The other parts of the body like hands, legs, head and arms convey certain thins though gestures. When a person is angry he pounds his fist on the table, similarly there are sings signs sings Indicating whether something is 'fine', 'OK' or not proper. Thus we can say that body movements of a person speak louder than

words.

(2)Para language : Para means 'as' or 'like', therefore para language means 'like language'. It talks about signals, and other vocal clues with speaker's voice that give us meaning. Para language does not consist of words but is about how words are spoken.

(3)Time and space language : Time and space languages is other type or means of non-verbal communication. Time Language means the meaning which we attach to time, that is, we symbolize time and communicate to others what time means to us.

All of us have heard the popular saying or maxim "Time is Money" we send out such message about time and importance of time through time language. Whenever a person does something he definitely takes time into consideration. Whenever term leaders or mangers set goals for themselves or the organization they calculate the time required to achieved them, The term 'Time Management' has become famous Specially with regards to business consultants and professionals.

Whether a person is a teacher, student, doctor or a house wife (homemaker) he / she is definitely aware of the worth of time. While people in the east are having more relaxed approach about time, people in the western countries are very particular about time. With each person, there fs a time language as there is a body language and space language.

(4)Space language :
As body language is 1, proxemics is the called 'kinesics study of how we communicate with the space around us. We will have to fix or decide the distance between us and the person or persons with whom we wish to communicate. This distance or proximity can be stated as follows.

(1) Intimate -Physical contact to 18 inches. (2) Personal -18 inches to 4 feet. (3) Social - 4 to 12: feet. (4) Public - 12 feet to the range of eyes and hearing.

(5)Sign Language :
A sign is a mark or a symbol used as a representation of something; for example + for 'plus' or 'addition' -for subtraction and a skull and cross-bones for 'dangers'. A sign is visual and has a fixed or pre conceived meaning.

In order to understand the sign language, a person should have a certain amount of previous knowledge or training. Signs are useful in communication of simple but important ideas. For example a sign through hand to someone who wants to enter or to stop someone who speaks too much, are simple signs but ore very useful. Similarly signs on the boards on the boards on the highways or a red or green flag are popular signs for people to understand.

ADVANTAGES OF NON VERBAL COMMUNICATION:(1) It is supplements verbal communication. i.e. along with words gestures, facial expression variety and types, it has also advantages and also limitations . (2) Whenever a person is unable to speak with words or wants to avoid speaking than gestures, movement of hands and fingers help him to convey.

(3) On the basis of persons body language and para language we can now about this educational background. (4) Pronunciation and body language tell about a persons regional background. (5) Through space language a person shows as to what type of relationship he wants to build up with the other person.

(6) Time language shows a persons sense of timing and the value he attaches to time. * LIMITATIONS OF NON VERBAL COMMUNICATION:(1) We can not totally rely on non verbal communication, because many a times gestures and signs could be vague and inconsistent.

(2) The way of talking speed and pitch may sometimes unnecessary make the receiver of the message biased. (3) Non verbal symbols are supplements of verbal communication and if used without words they may offend the receiver. (4) Space language or proximal is different in different cultures. So what is true of one culture may not be applicable to another. so communication can not be effective.