DEPARTMENT OF BUSINESS ADMINISTRATION

COURSE. BUSINESS COMMUNICATION

LEVEL MBA (3 ½ Years)

COURSE CODE 8570
TOPIC ASSIGNED E-Communication

PREPARED BY

ROLL NO

SEMESTER

SUBMITTED TO
 ACKNOWLEDGMENT

First of all, I would like to thank God who has given me strength to complete this
Assignment. I would like to thank our parents for their unending love and support.
I also would like to thank department of Business Management, AIOU Islamabad
for providing me chance to learn from the given topic.
 ABSTRACT

This study was conducted to find out the strategies used by middle level management in an
advertising firm for successful persuasive E-Communication under the light of course business
communication. For this research work I have chosen to study on Channel 7 Private Limited
which is one of the successful advertising agencies in Pakistan and having an account of Telenor.
During this research work it was found they are involved in successful persuasive oral
communication inside the Channel 7 Private Limited is and how efficiently and effectively they
are able to communicate within the organization. I will be discussing particularly Channel 7
Private Limited in the light of this topic so that this study can ultimately have useful meaning.
It was very difficult in the beginning to start working on this topic but guidelines which were
given in assignment helped me a lot so I was able to complete this assignment at its best.
 TABLE OF CONTENTS

TITLE PAGE

ACKNOWLEDGEMENT

ABSTRACT

TABLE OF CONTENTS

INTRODUCTION (TOPIC)

CHANNEL 7 PRIVATE LIMITED

PRACTICAL STUDY OF TOPIC ON CHANNEL 7 PRIVATE LIMITED

MERITS, DEMERITS, STRENGTHS AND DEFICIENCIES

CONCLUSION

RECOMMENDATION
COMMUNICATION
Communication is the activity of conveying information through the exchange of thoughts,
messages, or information, as by speech, visuals, signals, writing, or behavior.
Communication is defined by de Valenzuela as “any act by which one person gives to or receives
from person information about that person's needs, desires, perceptions, knowledge, or affective
states. Communication may be intentional or unintentional, may involve conventional or
unconventional signals, may take linguistic or nonlinguistic forms, and may occur through
spoken or other modes.”
Communication requires a sender, a message, and a recipient, although the receiver need not be
present or aware of the sender's intent to communicate at the time of communication; thus
communication can occur across vast distances in time and space. Communication requires that
the communicating parties share an area of communicative commonality. The communication
process is complete once the receiver has understood the message of the sender.

BUSINESS COMMUNICATION
Business communication is communication that promotes a product, service, or organization;
relays information within a business; or functions as an official statement from a company.
Business communication (or simply "communications", in a business context) encompasses such
topics as marketing, brand management, customer relations, consumer behavior, advertising,
public relations, corporate communication, community engagement, reputation management,
interpersonal communication, employee engagement, and event management. It is closely related
to the fields of professional communication and technical communication.
Media channels for business communication include the Internet, print media, radio, television,
ambient media, and word of mouth.
Business communication can also refer to internal communication. A communications director
will typically manage internal communication and craft messages sent to employees. It is vital
that internal communications are managed properly because a poorly crafted or managed
message could foster distrust or hostility from employees.
E-Communication

Electronic communication dates back to the telegraph that used Morse code to send messages
long distances over wires. After that, the electronics industry added the wired telephone, the
wireless radio and television. Since then, the industry has exploded; consumers now share
information with each other anywhere, anytime and in ways that are as varied as we are.

Web Pages

World Wide Web users post content on websites for others to view. The content may be simple
text, but it might also contain multimedia files including images, sounds, videos or streaming
content. Unlike many other forms of electronic communication, most Web content is pulled from
the Web by users who are seeking information, rather than pushed to subscribers. While not as
permanent as traditional media like paper, Web pages can archive information for extended
periods.

Email

Email is a method originally intended to imitate physical mail. Messages are delivered from one
specific address to one or more specific addresses. Users are alerted to the presence of new
messages in their inboxes by email clients that display the content and offer an opportunity to
reply. Messages are primarily text but may include file attachments of various types including
images and short movies. Unlike instant messages, emails are generally not expected to be read
immediately upon receipt. Most email readers keep track of conversations that include multiple
people through the use of threads. Thus, email is ideally suited for long, involved conversations
between two people or among small groups of people.

Forums

Conversations that go on indefinitely, involve large numbers of people or need to be archived are
not well suited to email. Forums, often hosted on the Web, provide an alternative that combines
many of the aspects of email and Web pages. They involve discussions around a single, limited
topic but can take place over months or years and involve dozens or even hundreds of
participants. Most use a treelike structure that allows participants to jump in at whatever level
their comments are most appropriate.

Text and Instant Messaging

Text messaging uses cellular airwaves and protocols to deliver textual messages from one
cellular phone to another or from one phone to a group of other phones. Text messaging is
usually intended as near-instant communication and can be quicker than a phone call because the
sender doesn't have to wait for the recipient to answer before delivering a message. Because text
messaging is informal and easy, it's sometimes called chatting. Text messaging can also facilitate
private discussions when there is a chance that a phone call could be overheard. Instant
messaging is similar to text messaging but is carried over the Internet rather than over cell phone
airwaves.

Social Networking

Social networking sites facilitate communication among people with common interests or
affiliations. Sites such as Facebook and LinkedIn provide places for people to interact,
sometimes in real time. Microblogging services like Twitter, allow short textual messages of no
more than 140 characters to be broadcast to a large audience. Unlike text messages, which are
delivered to only small groups, microblog posts are intended to be seen by all of a user's
followers. Microblog users can repost messages that they want to share with their own followers,
so a microblog post can spread quickly. A widely reposted message is called a viral post.

Video Chat

Like instant messaging, most video chatting is conducted over Internet protocols that stream
images from one device to another. At times, nothing beats a face-to-face conversation. Video
chats provide an immediacy to a conversation. Because a person's tone is often easier to read
when you can see his face, businesses often use videoconferencing to aid in virtual meeting

THERE ARE MANY TYPES OF COMMUNICATION

Communication can be categorized into three basic types:

(1) Verbal communication, in which you listen to a person to understand their meaning;

(2) Written communication, in which you read their meaning;

(3) Nonverbal communication, in which you observe a person and infer meaning. Each has its

own advantages, disadvantages, and even pitfalls

VERBAL COMMUNICATION

Verbal communication entails the use of words in delivering the intended message. The

two major forms of verbal communication include written and oral communication.

WRITTEN COMMUNICATION
 Includes traditional pen and paper letters and documents, typed electronic documents, e-
mails, text chats, SMS and anything else conveyed through written symbols such as language.
This type of communication is indispensable (necessary) for formal business communications
and issuing legal instructions. Communication forms that predominantly (mostly) use written
communication include handbooks, brochures, contracts, memos, press releases, formal business
proposals, and the like. The effectiveness of written communication depends on the writing style,
grammar, vocabulary, and clarity.

NONVERBAL COMMUNICATION
 Nonverbal communication entails communicating by sending and receiving wordless
messages. These messages usually reinforce verbal communication, but they can also convey
thoughts and feelings on their own.
 CHANNEL 7 PRIVATE LIMITED
Advertising That Gets Result
Our Vision
“To be Pakistan’s most successful event management and advertising company by providing
superior customer value and maintaining fruitful customer relationships”
Our Mission
“To establish & promote a favorable relationship between the clients & their public by
promoting goodwill among the client, public, employees, customers & other stakeholders, by
designing exceptionally well-orchestrated Mass Communication efforts, while developing &
nurturing a long-term relationship with the client.”
How we are:
In Pakistan the trends have changed so quickly that advertising is not what it was few years ago
and the process of change is so aggressive that it is going to get down to the survival of the fittest
both at client & agency's end, and it pushes both ends to nothing but change. This is the area
where Channel 7 helps its clients manage change through efficient and effective internal &
external communication solutions. Hence;

Advertising that gets results:

What makes Channel 7 Communications an expert. des Experience
Since its beginning, Channel 7 has always gone out and taken its chances – taken risks that by
the grace of Allah have paid off. From the very humble beginning by two young university
graduates to now being one of the leading player in the industry, passion for the profession and
untiring efforts has always been our hallmark which enabled us to be the master in the art of
creativity, innovation and change producing best possible results.
Soon after Channel 7's inception, advertising changed from being just about paper and print to so
much more. Every client wanted a full-service agency that offered them all sorts of
communication solutions. We at Channel 7, immediately realized the importance of being self-
reliant; this realization gave birth to Cinergy, our in-house production unit, Events, our very own
event management company, PIPS – fully owned printing house. With the help of these
subsidiaries we are able to address our client's every need with efficiency and effectiveness.
Advent of digital media brought with it a whole new dimension to advertising and offered a vast
canvas for innovation. Staying true to our nature, we didn't sit and wait for digital media to
present opportunities to us; instead we went out and created them, this approach resulted in
Launch Pad – a company that offers expertise in digital and online media. It gives Channel 7 an
edge over its contemporaries and we are proud to say that this is not where Channel 7
Communications stopped. Our passion to progress and provide the best to the clients made us a
part of an international experience – we are the sole representative of ICOM (international
network of independent advertising agencies) it's a platform where advertising agencies from all
around the world share and use their experience to create new ones. From being one of the
leading advertising agencies in the country we have now gone global. Being a member of ICOM
means, we can use expertise of 78 advertising agencies from 54 countries. Now that's thinking
big.
“This is our journey of two decades–where mediocrity was never an option. Channel 7 has
always been fortunate to have people and teams who share its passion to make a difference.
That is why we are who we are, and we have the courage to hope to be so much more”.
360 Advertising Solutions
Channel 7 Communications is one of the leading full services advertising agency of Pakistan,
having nationwide presence with our Head office in Islamabad and Regional offices in Lahore
and Karachi. We have extensive experience of more than two decades, offering one stop
solutions relating to the fast-paced communication needs of our clients through our fully owned
group of companies Cinergy (film & documentary production house), Events (an event &
giveaways company), PIPS (affiliate Printing House), Launch Pad (Online & Digital Media
Expert) and the Passage (affiliate PR Company). Our services are ranging from designing &
printing of stationary to executing multimillion ATL campaigns.
PRACTICAL STUDY OF WITH RESPECT TO ASSIGNED TOPIC

During this research work I was able to find out the Channel 7 Private Limited strategies used by
middle level management for successful persuasive oral communication:
 During this research work it was found that Channel 7 Private Limited conduct employee
conferences about performance issues in a private setting for the purpose of Oral
Communication. Whether you are providing constructive feedback for performance
improvement or complimentary feedback about how well the employee is performing,
conversations about employee performance should always be done in private. Personnel
issues are confidential, regardless of the type of communication. While it's perfectly
acceptable to casually walk by an employee's workspace and say, "great work,"
generally, conferences involving discussions about improvement and the possibility of
additional responsibility are confidential and should be conducted in the supervisor's
office. Doing so maintains the level of trust employees have in their supervisor and his
respect for confidential matters.
 Document workplace policies in your employee handbook and maintain up-to-date
policies and communicate with them orally. This prevents misinterpretation and keeps
employees informed about policies, processes and procedures. When you need to use
your handbook for application of policies related to performance management, such as
disciplinary and corrective action, it's extremely important to have written policies to
justify your employment decisions. In addition, provide employees with written
information about policies such as appealing performance appraisals, applying for
department transfers, attendance and leaves of absence. Communicating effectively with
employees includes removing the guesswork about workplace policies and business
operations.
 Provide employees with regular oral communication. Employees appreciate regular oral
communication about a number of issues they believe affect their employment. On the
other hand, employers shouldn't provide so much information that it causes employees to
worry needlessly.
 Middle Level Management gives employees good news whenever possible and share
company successes with them, however small. If the company receives an award for its
 business reputation in the community, let employees know. News like this instills pride in
employees and improves how employees receive other communication from the company
leadership. Constant meetings where employees only learn negative information are
drudgery for employees and leadership.
 Middle Level Management deliver informational communications such as organizational
changes, business conditions and process changes during all-staff meetings and
departmental meetings. Upper-level management or the company's executive team should
deliver these types of communication. They should be prepared to answer employee
questions and address comments that reflect employee concerns. Human resources staff
can prepare executive speeches and draft a list of anticipated questions so the
communication is smoothly presented. Information about significant changes to the
company often because employees to worry about job security, therefore, messages like
this should ideally come from a high-level employee for completeness and accuracy.

MERITS, DEMERITS, DEFICIENCIES OR STRENGTHS

Communication is needed for decision making, coordination, control, and planning.

Communication is required for processing information in the accounting department,
finance department, personnel department, establishment, of public relations, sales
department, market research, production department, purchase department etc.
Communication with the government, shareholders, and prospective investors, customers
etc. is also required for the day to day functioning of the business concern. The
conventional process of communication is not sufficient to meet the multidimensional
needs of the business enterprises. So, the need for modern communication technology
emerges to meet the desired need of modern business enterprises. Worldwide
communication has been facilitated by the electronic transmission of data which connects
individuals, regardless of geographic location, almost instantly.
Definition of Electronic Communication

Communication using electronic media known as electronic communication. Such

communication allows transmission of message or information using computer
systems, fax machine, e-mail, telephone or video conferencing and satellite network.
People can easily share conversation, picture, image, sound, graphics, maps, interactive
software and thousands of things for the development of electronic communication. Due
to electronic technology, jobs, working locations and cultures are changing and therefore
people can easily access worldwide communication without any physical movement.

L.C. Bovee and Others said, “Electronic communication is the transmission of

information using advanced techniques such as computer moderns, facsimile machines,
voice mail, electronic mail, teleconferencing, video cassettes, and private television
networks.”

Advantages of Electronic Communication

The following points highlight the advantages of electronic communication:

1. Speedy transmission:  It requires only a few seconds to communicate through electronic

media because it supports quick transmission.

2. Wide coverage: World has become a global village and communication around the globe
requires a second only.

3. Low cost: Electronic communication saves time and money. For example, Text SMS is
cheaper than the traditional letter.

4. Exchange of feedback: Electronic communication allows the instant exchange of

feedback. So communication becomes perfect using electronic media.

5. Managing global operation: Due to the advancement of electronic media, business

managers can easily control operation across the globe. Video or teleconferencing e-mail and
mobile communication are helping managers in this regard.

Disadvantages of Electronic Communication

Electronic communication is not free from the below limitations:

1. The volume of data: The volume of telecommunication information is increasing at such a

fast rate that business people are unable to absorb it within the relevant time limit.
2. The cost of development: Electronic communication requires huge investment for
infrastructural development. Frequent change in technology also demands further investment.

3. Legal status: Data or information, if faxed, may be distorted and will cause zero value in
the eye of law.

4. Undelivered data: Data may not be retrieved due to system error or fault with the
technology. Hence required service will be delayed

5. Dependency: Technology is changing every day and therefore poor countries face the
problem as they cannot afford the new or advanced technology. Therefore poor countries.

CONCLUSION
During this research work I was able to find out the Channel 7 Private Limited strategies used by
middle level management for successful persuasive oral communication:
 During this research work it was found that Channel 7 Private Limited conduct employee
conferences about performance issues in a private setting for the purpose of Oral
Communication. Whether you are providing constructive feedback for performance
improvement or complimentary feedback about how well the employee is performing,
conversations about employee performance should always be done in private. Personnel
issues are confidential, regardless of the type of communication. While it's perfectly
acceptable to casually walk by an employee's workspace and say, "great work,"
generally, conferences involving discussions about improvement and the possibility of
additional responsibility are confidential and should be conducted in the supervisor's
office. Doing so maintains the level of trust employees have in their supervisor and his
respect for confidential matters.
 Document workplace policies in your employee handbook and maintain up-to-date
policies and communicate with them orally. This prevents misinterpretation and keeps
employees informed about policies, processes and procedures. When you need to use
your handbook for application of policies related to performance management, such as
disciplinary and corrective action, it's extremely important to have written policies to
justify your employment decisions. In addition, provide employees with written
information about policies such as appealing performance appraisals, applying for
department transfers, attendance and leaves of absence. Communicating effectively with
 employees includes removing the guesswork about workplace policies and business
operations.
 Provide employees with regular oral communication. Employees appreciate regular oral
communication about a number of issues they believe affect their employment. On the
other hand, employers shouldn't provide so much information that it causes employees to
worry needlessly.
 Middle Level Management gives employees good news whenever possible and share
company successes with them, however small. If the company receives an award for its
business reputation in the community, let employees know. News like this instills pride in
employees and improves how employees receive other communication from the company
leadership. Constant meetings where employees only learn negative information are
drudgery for employees and leadership.
 Middle Level Management deliver informational communications such as organizational
changes, business conditions and process changes during all-staff meetings and
departmental meetings. Upper-level management or the company's executive team should
deliver these types of communication. They should be prepared to answer employee
questions and address comments that reflect employee concerns. Human resources staff
can prepare executive speeches and draft a list of anticipated questions so the
communication is smoothly presented. Information about significant changes to the
company often because employees to worry about job security, therefore, messages like
this should ideally come from a high-level employee for completeness and accuracy.

RECOMMENDATIONS
 Limited access to the lower hierarchy or appropriate measures should be taken so that
communication process of Channel 7 Private Limited cannot be used for personal
vendetta.
 They must higher expert who can work for the continuous improvement of business
communication process and keep it upgraded with the advanced technology.
 Must involve group work for effective business message preparation.