OPEN BOOK TEST

OPEN BOOK
TEST
READING COMPHREHENSIVE

Submitted to :-

SUBMITTED BY:-

Ms. Sanchita raghav

HUKUM SHARMA,INDERDEEP SINGH,AMAN

DILAVARI,AKSHAY ROHILLA

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Essay writing
Benefits of Integrated Marketing Communication
The main benefits to using integrated marketing communications or IMC is
that it is essential and cost effective to an organization. In addition, IMC
addresses the issue of the four different messages that an organization needs
to be aware of so it can control or at least influence. Also, there are six steps
that if followed will effectively integrate public relations and marketing in
order
to
meet
an
organizations
goals.
Public relations practitioners are often asked to do many other duties in
coordination with marketing and advertising in order to achieve the
organizations goals. Every day, public relations practitioners are asked to
develop programs that support marketing and advertising strategies precisely
and cost effectively. Public relations can play a strategic role in achieving
marketing objectives, most importantly raising awareness, build trust and
create
a
climate
for
customer
acceptance.
There are four messages that an organization needs to be aware of so it can
control, or if not control, then perhaps influence. The four types of messages
are;
planned,
inferred,
maintenance
and
unplanned.
Planned message, which is a deliberate communication activity such as:
advertising,
public
relations
and
sales
promotion.
Inferred message, which are the "ones sent through the impressions the
company
or
brand
makes
on
the
people.
Maintenance message, these are communicated primarily through servicehow a company and its employees initiate and respond to customer
contact.
Unplanned message, these are such things as employee gossip, disasters,
product
recalls
and
investigations
done
by
reporters.
Finally, there are six steps to follow to help integrate public relations with
marketing and advertising to help meet an organizations goals.
The first step to integrate public relations is to establish a system for integrating
marketing communications services. This can be done by the marketing
manager.
The next step is to take advantage of public relations counsel when the
organization first decides to introduce a product or service.
The third step is to allow public relations to analyse the marketing
environment in order to bring in a different point of view.
The fourth step is to implement specific public relations strategies into the
marketing timetable. The fifth step is to use the unique targeting techniques
of public relations. The final step is to keep an open mind.
Integrating public relations into the marketing and advertising
communications program is essential and necessary for a company to
function efficiently and cost effectively. As long as a company realizes that
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public relations, marketing and advertising can work together to achieve the
company goals, communication within the and to their publics will be clearer
more
concise.

2. PROBLEMS AND BUSINESS COMMUNUICATION

Communication problems in business typically stem from misunderstandings.
These often result in hostility and accusations. Recognizing situations caused
by communication issues in the workplace usually also involves helping
employees solve problems without blaming others. Some problems occur
from using ineffective communication techniques. Poor listening skills, for
example, can lead to unnecessary conflict. Communication problems waste
time, money and productivity.

TYPES
Barriers to good communication appear when the person sending a
message uses the wrong communication style for a situation or fails to express
his thoughts adequately. The receiver of the message must be able to
interpret what the sender says. Confusion occurs when that doesnt happen.
When the sender cant anticipate possible causes of confusion, poor
communication also tends to occur. Similarly, failing to give background
information or sufficient details can also lead to problems. Lack of
perspective on how people may receive the message, particularly on a
complex issue, may lead to difficulties. Choosing the wrong mechanism, such
as email, voicemail, letter or conversation, can complicate things as well.
Poorly organized or written documents, including typos and mistakes, can
also lead to misconceptions.

EFFECTS
Communication problems lead to distrust and low morale. Culture clashes
occur when people from different backgrounds fail to acknowledge and
value differences in the workplace. Poor communication disrupts productivity
and results in lower product quality and customer satisfaction. Problems with
communicating occur through the communication process. When the
sender provides an overly complicated or incomplete message, confusion
results. If the recipient fails to take the time to listen and reflect on what has
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been said, misunderstandings occur. Good communication requires
everyone to participate fully.

PREVENTION/SOLUTION
To prevent communication problems, employees should assess their
communication style, which describes how assertive and expressive they
behave when they communicate. In addition, they should determine the
communication style of the audience they are trying to reach. Using probing
and open-ended questions enables better dialog. Using reflecting statements
help build rapport and trust. Paraphrasing, or repeating what was said, also
helps to avoid conflict and unnecessary confrontations in the workplace by
facilitating understanding.

MISCONCEPTIONS
Speaking, listening, writing and reading effectively doesnt come easily just
because everybody knows how to do these things. It requires practice and
diligence. Managers often have difficulty getting people to take ownership
for their own communication problems but educating employees on the
benefits of communicating clearly can reduce workplace stress or tension
and promote better relationships. Good communication shouldnt be limited
to a single mechanism, such as email, because of cost savings or efficiency.
For example, providing negative feedback or bad news using email typically
produces poor results. Communication problems occur when care isnt taken
to make an effort to provide a clear and consistent message, through
channels appropriate for the target audience and situation..

CONSIDERATIONS
When expectations are not clearly stated, facts seem obscured or business
objectives remain unclear, problems arise in companies. Encouraging
employees to avoid emotional reactions, use active listening techniques and
provide only constructive feedback to produce collaborative environments
where everybody succeeds to make the business profitable and sustainable.

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3.BBC WORLD NEWS MARKETING STATEGIES

BBC World News is the BBC's international news and current affairs television
channel. It has the largest audience of any BBC channel, with an estimated 76
million viewers weekly in 2014, part of the estimated 265 million users of the BBC's four
main international news services. BBC Worldwide is increasing its marketing spend
across Europe, the Middle East, India and Africa by 40% to boost the profile of
brands such as Teletubbies and the Tweenies in foreign markets.
BBC World Service News offers a multi-platform news Service in English and 27
Languages to millions around the world on TV, radio and digital platforms.
In a change of marketing strategy, I think BBC Worldwide will use above-the-line
advertising to promote its TV shows and increase the sale of books and videos in
these territories. There is an increasing appetite for UK television content overseas 1.2bn of international sales in 2012 according to TV trade body PACT and BBC
Worldwide plays a role in opening up new markets and driving awareness of British
creativity around the world.
In conclusion BBC World has appointed Jane Gorard to the position of director of
marketing, with responsibility for the news and information channel's global
marketing strategy. Gorard said: "It is a massive challenge and I am looking forward
to working with the all the teams here at BBC World and BBC News Editorial, building
on the excellent work which has been implemented since the rebranding of the
channel.

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Googles Corporate Culture

Google has a unique culture. Its not the typical corporate culture. In fact,
just by looking at pictures inside the Googolplex, you can see that it looks
more like an adult playground, not a place for work.
Afternoon volleyball breaks are just one of many assets of Googles great
corporate culture but Googles success can be attributed to this culture.
Google has people whose sole job is to keep employees happy and maintain
productivity. It may sound too controlling to some, but its how this worldchanging organization operates. Google has come a long way since Sergey
Brin and Larry Page networked a few computers together at Stanford. What
started as a modest project is now a multibillion-dollar global organization
that employs more than 19,000 people around the world. Brin and Page are
still very much involved with Google's operations -- they're Presidents of
Google's Technology and Products divisions, respectively. Googles mission is
"to organize the world's information and make it universally accessible and
useful". Besides being an Internet juggernaut, Google is also a leader in
pursuing environmentally friendly methods of conducting business. Google
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launched an eco-friendly initiative they call Develop Renewable Energy
Cheaper than Coal (RE Google plans to switch to renewable energy sources
including solar, geothermal and wind power. Google also plans to make
significant investments in renewable energy companies. Google receives
over 1 million resumes each year, with less than 0.5% of all applicants actually
being hired. Interviews at Google consist of curveball questions like How
many golf balls can fit in a school bus? Their hiring process allows Google to
filter the flood of applications for extraordinary people who will best contribute
to their innovative office vibe. At the companys infancy, Googles founders
wrote ten things we know to be true that would serve as the grounding
values for their future. The list includes basic tenets like Its best do one thing
really, really well and Fast is better than slow that have all shaped the core
of its company culture, providing principles that Googlers can rally around as a
compass for day to day behavior.
It is pretty much in Googles DNA to experiment: innovation is in their blood.
Commitment to community is one of the leading indicators of a great
corporate culture. Google has contributed $1.2 billion to the Berkeley County
data center facility as a long-term investment, along with close to $1 million for
charitable causes in South Carolina. Events like Google fest provide
opportunities for employees to become involved in community building and
training.