Download free eBooks at bookboon.comMarketing Communications
Fundamentals Of Communication In Marketing
DEVELOPING EFFECTIVE COMMUNICATION LANGUAGE
Marketers must develop effective communication language that will make the presentation of their
products and messages understandable to target audience. An effective communication language should
have such characteristics as:
• Language accuracy
• Language distinctiveness
• Vividness
• Appropriate usageLANGUAGE ACCURACY: using language accurately is vital to effective communication; words should
carry meanings that are understandable and the same to the sender and receiver of communication.
LANGUAGE DISTINCTIVENESS: language should be used clearly to allow target audience to grasp
its meaning immediately by applying familiar words and symbols.
VIVIDNESS OF LANGUAGE: language should be used vividly to bring pictures or life to words.
This is done through imagery or the creation of word pictures, or creating rhythm of language by the
arrangements of related words.
APPROPRIATE USAGE: language must be used appropriately, by adapting it to a particular target
audience, applying a unique language style and words that fit the need of sender’s target audience.
COMMUNICATION THROUGH VERBAL LANGUAGE
Language is a significant part of culture and the human lifestyle, it makes communication possible. Verbal
language is largely used for communication through the application of spoken words, advertisements,
imagery, pictures and written materials. Language differences may occur from one culture to another, such
variation can often necessitate marketing communication strategy modification to make communication
effective, so that desired learning process can occur to the target market.
COMMUNICATION THROUGH NON-VERBAL LANGUAGE
Non-verbal language, such as body language includes movement, appearance, dress, facial expressions,
gestures, posture, use of silence, use of touch, timing, distance between speakers and listeners, physical
surroundings, tone and rhythm of speech. Certain body language can phrase a message, for example a
smile can send a lot of meanings to the target prospect during a sales presentation.