Master of Business Administration-MBA Semester 1 MB0039– Business Communication - 4 Credits (Book ID: B1128) Assignment Set- 2 (60 Marks

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Q 1 Explain with the help of specific examples, four different ways in which positive non verbal communication can create a better work environment. Ans. Non Verbal Communication

Non verbal communication, on the other hand may be defined as communication without words. It refers to any way of conveying meanings without the use of verbal language. The game of “dumb charades” is a perfect example. Nonverbal communication is generally unintentional, unlike verbal communication. All of us tend to communicate silently and unknowingly send signals and messages by what we do, apart from what we say. Gestures, facial expressions, posture and the way we dress, are all part of nonverbal communication. Nonverbal communication can have a greater impact than verbal communication, since “how you say something” is sometimes more important than “what you say.” Although nonverbal communication can affect both our personal and business relationships, it is particularly important in the workplace. 1. Nonverbal Communication Cannot Be Avoided – While one can avoid verbal communication by refusing to speak or write, it is not possible to do the same with nonverbal communication. That is because nonverbal communication is not always intentional, unlike verbal messages, as pointed out earlier. Sometimes, silence itself may convey a lot of meaning. Example – A speaker making a presentation may find that the audience is not very interactive. Instead he notices people yawning during his presentation. At the end of the session, when he asks for some feedback, there is total silence. The message conveyed in the above example is that the audience is bored with the session. The silence indicates that they have not listened to the session and that the feedback is negative. 2. Nonverbal Communication is Powerful – Nonverbal communication helps us to form first impressions and make judgments of others. First impressions generally tend to be lasting impressions. Let us say you go for a job interview fifteen minutes late dressed in informal attire. When asked some questions, you avoid eye contact. This immediately reflects your attitude and the impression formed of you is that of a person who takes things casually, is insecure and lacks knowledge. 3. Nonverbal Communication is Ambiguous – While precise words can be used in verbal communication to ensure that that the message is clearly understood, nonverbal communication is not always clear and easy to understand. For example, sitting back in a relaxed posture may be a signal of boredom or fatigue. Similarly, avoiding eye contact with your audience could mean that you either are nervous or guilty of something! 4. Nonverbal Communication Varies Across Cultures – While certain types of nonverbal behavior are universal, others may be different in different cultures.

Examples – There are different rules regarding the appropriateness of the handshake in oriental and western cultures. Generally, in oriental cultures like India, any form of physical contact is not common and is interpreted as being intimate, while it is an accepted thing in western countries. Similarly, a nod of the head means yes in some cultures and no in other cultures. In this age of business communication across cultures, it is important for you to understand these differences, especially when doing business overseas. Failure to do this could lead to costly blunders.

Q 2. Explain the difference between corporate and product advertising. Give two examples of corporate advertising with two different objectives. Ans. Advertisements in the mass media such as magazines, newspapers and television are used by organizations to communicate with prospective customers, both about the organization, as well as its products. Advertising may therefore be categorized into two broad types – corporate advertising and product advertising. Corporate advertising may be defined as advertising that sells the organization to its various publics. In this case, the organization is the product. Corporate advertising is more a public relations activity than a form of advertising, since it has no commercial purpose. Its aim is merely to inform and to build a positive image of the organization. Product advertising on the other hand, aims to persuade prospective customers to buy the organization’s products or services. Its ultimate purpose is to sell the organization’s products. Difference between corporate and product advertising:Corporate Advertising 1. Corporate advertising is defined as advertising that sells the organization to its various publics. In this case, the organization is the product. 2. Corporate advertising is more a public relations activity than a form of advertising, since it has no commercial purpose. Its aim is merely to inform and to build a positive image of the organization 3. Corporate advertising is expensive, since it has to be done in a sustained manner. For example, Birla, India’s leading industrial house has been doing corporate advertising since it first started as a trading company. Product Advertising Product advertising on the other hand, aims to persuade prospective customers to buy the organization’s products or services. Its ultimate purpose is to sell the organization’s products. In product advertising, the message must be persuasive enough to convince people to buy the product, or at least try it out once.

Product Advertising is less expensive rather than Corporate advertising for example, An advertisement for “Heinekin”, a famous brand of beer, features a visual of the product with a single line caption that says “When you make a great beer, you don’t have to make a great fuss.” The message conveyed is that the product speaks for itself and that words are not required to describe its qualities. Two Examples of corporate advertising with two different objectives:While the overall objective of corporate advertising is to project a positive image of the organization as a whole, some of the specific objectives include the following –

1) To create positive attitudes towards the organization – Sometimes, consumers may have negative perceptions towards an organization, based on the belief that the organization is not a responsible corporate citizen. For example, they may believe that that the organization is responsible for environmental pollution, or destruction of forests and other natural resources. In such a situation, corporate advertising aims to create a more positive attitude towards the organization, by correcting these beliefs.

Example – There was a negative perception among consumers that Nike was using child labor in some of its factories, to manufacture sports shoes. Corporate advertising helped to overcome these perceptions. 2) To project the personality, culture and values of an organization – The Tatas and the Birlas have been the oldest and the most frequent users of corporate advertising, to communicate about their entrepreneurial ability, culture and values, as India’s leading industrial groups. Even countries may use this form of advertising to achieve similar objectives. Example – Dubai advertises to project an image of itself as “a land of investment, sports and investment opportunities.”

Q 3. You have been asked to make a presentation on Edunxt, the technology enabled learning platform, to prospective students. Develop an outline of a presentation, explaining your choice of visual aids and your style of delivery. Ans.

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