Essential Communication Techniques for Marketing Success

Posted on Oct 31, 2025 in Other subjects

Fundamentals of Marketing Communication (1.1 & 1.2)

Summary: Concept and Axioms

1.1 Concept of Communication

Communication is a dynamic process of message exchange between a sender and receiver.

It includes digital (what is said) and analog (how it is said) elements.

Communication is essential to human evolution and socialization.

The evolution of communication:

  • Cave paintings
  • Pictograms
  • Cuneiform
  • Alphabet

Language is shaped by culture, emotion, and mental imagery.

1.2 Axioms of Communication (Watzlawick)

  • One cannot not communicate.
  • Every communication has a content and a relational aspect.
  • The nature of a relationship is dependent on the punctuation of the communicative sequences.
  • Human communication involves digital and analog modalities.
  • Communication can be symmetrical (equal) or complementary (hierarchical).

Communication Components, Models, and Functions (1.3–1.6)

Summary: Introduction to Communication

1.3 Components of Communication

The core elements are: Sender, Message, Receiver, Code, Channel, Context, Noise, and Feedback.

1.4 Communication Styles & Models

  • Linear Model (Shannon-Weaver): One-way, lacks feedback.
  • Interaction Model (Schramm, Perloff): Includes feedback and context.
  • Helical Model (Dance): Communication evolves over time.
  • Circular Model (Rogers & Kincaid): Communication aimed at mutual understanding.

Types of communication: Verbal (oral & written) vs. Non-verbal.

1.5 Communication Process

Steps:

  1. Intention
  2. Encoding
  3. Transmission
  4. Reception
  5. Interpretation
  6. Feedback

Communication must be effective (clear, empathetic, active listening) and assertive (respectful, honest, emotionally intelligent).

1.6 Functions of Communication

Functions include: Informative, Persuasive, Motivational, Affective, Ritual, and Control.

Formulary (Key Concepts)

Communication Process Diagram: Sender ➝ [Encode] ➝ Message ➝ [Channel] ➝ Receiver ➝ [Decode + Feedback]

Key Terms: Feedback, Noise, Code, Context

Developing Core Communication Skills (2.1)

Summary: Definition and Abilities

Definition of Communication Skills

Communication skills are the competences and abilities required to transmit and receive information effectively.

Basic Skills

  • Emotional Intelligence
  • Clarity
  • Kindness
  • Confidence
  • Empathy
  • Respect
  • Active Listening
  • Good Questions
  • Modulated Tone
  • Open-mindedness

Skills of Reception

  • Active listening
  • Non-verbal cues (nods, gestures)
  • Verbal reinforcements (“I see”, “Yes”)

Skills of Emission

  • Clear message
  • Audience adaptation
  • Right channel selection
  • Non-verbal alignment
  • Empathy

10 Tips for Empathic Listening

Avoid: Interrupting, judging, counter-arguing, or prematurely solving problems.

Do: Show attention, emotional connection, and mental focus.

Leadership in Communication

Leadership involves clarity, empathy, and the transmission of vision. Leaders are both born and made (skills can be trained).

Social and Interactive Communication Skills (2.2)

Summary: Behavioral Strategies

Definition of Social Skills

Social skills are behavioral strategies used to interact effectively within a social context.

Types of Social Skills

  • Basic: Greeting, Listening, Asking questions.
  • Advanced: Assertiveness, Giving opinions, Apologizing.
  • Emotional: Empathy, Respect, Expressing feelings.
  • Negotiation: Conflict resolution, Sharing.
  • Organizing: Time management, Decision-making.

Making a Good First Impression

Focus on: Appearance, Smile, Eye contact, Vocabulary, Enthusiasm, and Confidence.

To Captivate Your Audience

  • Be liked and trustworthy.
  • Smile, dress appropriately, use a good handshake, and compelling vocabulary.
  • Show the benefit of change.

Mastering Written Communication (2.3)

Summary: The Writing Process

What is Writing?

Writing is the organized expression of ideas. It is intrinsically linked to thinking clearly. Written communication must be clear, concise, and direct. Writing well is a learned skill, not an innate one.

The Writing Process

  1. Research: Gather information.
  2. Planning: Create an outline.
  3. Writing: Draft the text.
  4. Finalizing: Proofread and revise.

7 Keys of Effective Writing

  1. Audience awareness
  2. Structure
  3. Syntax
  4. Precise verbs
  5. Brevity (Ockham’s Rule)
  6. Vocabulary
  7. Consistent personal style

Tips (by David Ogilvy)

  • Use short words and sentences.
  • Avoid jargon.
  • Read aloud.
  • Ask for peer feedback.
  • Don’t send immediately.

Writing Formats Covered

  • Emails: Be concise, polite, use formal structure (greetings/farewell), proper tone, check grammar.
  • Letters: Structure and tone depend on the recipient (formal/informal).
  • Memoirs: Subjective, emotional, structured storytelling.

Structure and Process of Academic Writing (2.4)

Summary: Academic Texts

Definition of Academic Text

An academic text contributes to knowledge and follows structured rules of logic and clarity.

Main Characteristics

  • Formal tone.
  • Reviewed multiple times.
  • Structured with introduction, body, and conclusion.
  • Audience is typically the academic or scientific community.

Standard Structure

  • Abstract
  • Keywords
  • Introduction
  • Theoretical Background
  • Discussion & Conclusions
  • Implications
  • Bibliography

Types of Academic Texts

  • TFG (Bachelor’s Thesis)
  • TFM (Master’s Thesis)
  • Doctoral Dissertation
  • Monograph
  • Research Article
  • Review Article

Process of Academic Writing

Read to write, brainstorm, define methodology, reflect on results, contextualize conclusions.

Barriers and Interferences in Communication (2.5)

Summary: Overcoming Obstacles

Definition of Barriers

Barriers are elements that interfere with effective communication.

Types of Interferences

  • Physical: Noise, environmental obstacles.
  • Semantic: Different language or codes (misunderstanding terminology).
  • Physiological: Disabilities (e.g., deafness, speech impediments).
  • Psychological: Emotions, anxiety, mental blocks.
  • Administrative: Poor organization or channel failure.
  • Attitudinal: Biases and predispositions.
  • Mood & Perception: Optimism or pessimism can distort interpretation.
  • Educational Background: Differences in terminology or knowledge base.

Strategies to Overcome Barriers

  • Choose proper timing.
  • Use common codes.
  • Be emotionally self-aware.
  • Use the phatic function (e.g., “hello?”) to check the communication channel.

Audience Analysis and Connection Strategies (2.6)

Summary: Knowing Your Audience

Key Idea

Knowing your audience is essential for effective, personalized communication.

Types of Audiences

  • Searchers: Seek solutions to problems.
  • Amplifiers: Have their own audience (influencers, press).
  • Participants: Active responders to your message.

4 Questions to Understand Your Audience

  1. What is their role/demographics?
  2. What are their biases?
  3. What are their desires?
  4. What are their concerns?

Perception Filters

The process of perception involves: Selection ➝ Organization ➝ Interpretation.

Perception is shaped by feelings, experience, and bias (selective perception).

Empathy is Key to Connecting

  • Generate trust.
  • Be passionate and honest.
  • Tailor the message using familiar language and tone.

Crisis Management Communication Strategies (2.7)

Summary: Handling Uncertainty

Key Concepts

  • Crisis = Opportunity to improve or change.
  • Risk = Calculable.
  • Uncertainty = Unknown outcome.

Communication Principles in Crisis

  • Targeted
  • Clear & Precise
  • Value-driven
  • Proactive & Available
  • Timely (not delayed)

Crisis Tips

  • Don’t hide information.
  • Avoid increasing stress.
  • Create calm, reassuring messages.
  • Use concise, empathetic language.
  • Maintain a one-voice strategy.

Corporate Implications

Focus on empathy over pure sales. Communication must be consistent with brand values. Reputation can be built or destroyed during a crisis.

Effective Oral Communication in Marketing (3)

Summary: Presentations and Persuasion

3.1 First Impression Skills

Key elements: Appearance, body language, eye contact, enthusiasm, clarity, and confidence. Respect and objective clarity are crucial.

3.2 Types of Presentations

Work, Brand, Product, Investor, Business Plan, Online, Short, Company, Project, etc.

3.3 Structure of a Presentation

4 Phases: Plan ➝ Structure ➝ Design ➝ Exhibition

Techniques: Group ideas, remove irrelevant information, visualize with maps/diagrams.

3.4 Persuasive Presentations

Be clear and concise, know your goal, and connect with the audience. Use stories, examples, and contrast to maintain attention.

3.5 New Trends

Use of mind maps, concept maps, timelines, and diagrams for visual impact. Importance of dynamic formats and emotional storytelling.

Nonverbal Communication and NLP (4)

Summary: Body Language and Mental Programming

Nonverbal Communication (NVC)

Communication without words, using gestures, body language, tone, etc.

According to Albert Mehrabian, 93% of communication impact is nonverbal:

  • 55% Body language
  • 38% Tone of voice
  • 7% Words

Types of Nonverbal Communication

  • Kinesics (Body Movement): Posture, facial expressions, gestures.
  • Proxemics (Use of Space): Intimate, personal, social, public distances.
  • Haptics (Touch): Level of physical contact depending on culture.
  • Chronemics (Time): Use and perception of time (punctuality, pauses).
  • Paralanguage: Voice tone, pitch, volume, rhythm, etc.
  • Appearance: Clothing, grooming, and physical presence.

Importance of NVC

  • Helps reinforce or contradict verbal messages.
  • Builds trust and emotional connection.
  • Essential in marketing to transmit brand values and emotions.

Neuro-Linguistic Programming (NLP)

NLP is the study of how language (verbal & nonverbal) affects our mind and behavior.

Origin: Richard Bandler and John Grinder.

Purpose: To reprogram thought patterns and improve communication effectiveness.

NLP Principles

  • The map is not the territory: People interpret reality differently.
  • There is no failure, only feedback.
  • People operate with the best option available to them at the time.
  • Communication is not what is said, but the response it gets.

NLP Techniques in Communication

  • Mirroring: Imitating gestures and tone to build rapport.
  • Anchoring: Associating gestures or words with emotions.
  • Reframing: Changing the perspective on a situation.
  • Rapport: Matching the other’s body language, tone, and pace.
  • Eye movement cues: Used to understand how a person is processing information (visual, auditory, kinesthetic).

NLP in Marketing

NLP influences persuasion strategies and helps connect emotionally with the consumer. It creates more effective messages by aligning with the target’s mental filters and sensory preference (VAK: Visual, Auditory, Kinesthetic).