BUSINESS COMMUNICATION

1. Assignment On
Business Communication
Course title : BAN-111
Submission date : 27-02-2014
Submitted to:
Md. Abdul Hamid
Assistant professor
Dpt. Of Business Administration
Shahjalal Universityof Science & Technology, Sylhet
Submitted by:
Md. Mamun Ahmed
Reg. no- 2012731027
Dpt. Of Business Administration
Shahjalal Universityof Science & Technology, Sylhet
Shahjalal University of Science & Technology, Sylhet

2. What is business communication? How does it differ from promotion? Which one is more
effective and why?
Business Communication
Business communication is the type of communication used for the purpose of a business. The
term refers to both internal and external communication, meaning communication within a
business and communication between a business and the public with the aim of promoting a
product, service or idea. It may be verbal or non-verbal communication. In the business
dictionary ‘business communication’ has the following definition: “The sharing of information
between people within an enterprise that is performed for the commercial benefit of the
organization. In addition, business communication can also refer to how a company shares
information to promote its product or services to potential consumers”. The question ‘What
Business Communication?’ is answered in the Management Study Guide as follows
“Communication is neither transmission of message nor message itself. It is the mutual exchange
of understanding, originating with the receiver. Communication needs to be effective in business.
Communication is essence of management. The basic functions of management (Planning,
Organizing, Staffing, directing and controlling) cannot be performed well without effective
communication”
Difference between promotion & business communication
Promotion is a combination of communicating activities that include advertising and public
relations. It is the marketing mix starts with a business deciding which communication methods
to use based on the type of product, market research, distribution channels and an established
budget. It emphasizes only on the consumer fact. The main aim of promotion is that customers
are aware of the existence and positioning of products. Promotion is also used to persuade
customers that the product is better than competing products and to remind customers about why
they may want to buy.

3. On the other hand business communication means all the communication activity regarding
business. Business communication includes the areas of management, public relations,
marketing, advertising, sales etc. Any ‘business communication’ has the objective of gain profits
directly or indirectly; for example the ‘business communication’ in sales brings directly profits,
while the ‘business communication’ in a public relations department contributes indirectly to the
gain of profits.
Effective among business communication and promotion
Business communication is more effective than promotion. Because promotion is only concerned
with consumer communication but business communication deals with all the pros and cons of
the communication process regarding business. Now we will discuss about that below:
Promotion concept: A company may choose a national advertising campaign if large retailers
offer established products to consumers. A small company with a lesser known product may
initially opt for a direct sales force to introduce products to smaller retailers. The promotion
concept may consider the following things:
1. Corrects misconceptions about a product/ service.
2. Increase frequency of use.
3. Promote to remind of products or brands.
4. Present special offers to the customers.
5. To educate on product usage.
Business Communication concept: Business communication is the whole idea of
communication regarding a business. It also includes promotion. So, we can consider
promotion is a kind of business communication. The total concept of business
communication considers the following things:
1. It informs about promotional programs.
2. Business communication may look for special trade offers.
3. Avoid stockpiling.
4. It builds loyalty among the employees.

4. 5. It is necessary to establish, maintain or improve corporate image.
6. Informs to publics as to its values, policies and purposes.
7. Communicate its business performance.
8. To explain mergers and acquisitions to its publics.
9. To explain fundamental changes in the organizations mission.
Business communication is performed by business professionals, but also non-professionals
who are participating in a specific situation of the business process. Business communication
at the specific local and cultural level of the communication in a business might be
determined by cultural habits and customs of the culture. On the contrary, in globalization
settings the communication style and customs are different in styles and customs and follow
international habits. This means that the more objectified way of communication is aim-
centered and inter-subjectively practiced with the reduction of specific cultural habits.
Usually, the five areas of business communication (management, public relations, marketing,
sales and advertising) are present in every business corporation. So the departmental
structure sets the standards for the business communication between these internal areas of a
business enterprise.
Business communication entails the communicative ability to communicate contents
promoting the business. Business communication depends on the branch of an organization,
which contributes to the business from a specific perspective.
Standardize aims, outcomes and visions of a company across the departments of an
organization ensures the uniformity of the communication as cross-departmental topics.
Maintaining the communicability in an organization concerning communication implies
certain standards.
So, from the above discussion we can say that business communication is more effective than
promotion. In fact promotion is a part of business communication.