How To Measure The Effectiveness of Communication In Activities Marketing The product?

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Introduction

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As we know that humans are social beings. In perpetuating their lives always need others. They can not live alone. Then, therefore communication is done by humans to establish relationships with others. A human without communication as if dead before death. In every human activity involving communication, be it social, cultural, political, economic and business activities.

Business communication is communication in the business world embodied in the form of exchange of ideas and information with the special purpose. Communication in the business world can be done personally or impersonally.[source]

In the business world, product promotion activity is one form of communication. Measuring the effectiveness of the marketing communications process is an activity to evaluate the results of marketing activities. The process of measuring the effectiveness it is done to determine whether the promotion process is done right or not. Some companies have different methods and limitations in measuring. The effectiveness of this difference in boundaries is strongly determined by firm size. The question is how to measure the effectiveness of communication in activities marketing the product?

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Measure The Effectiveness of Communication In activities Marketing The Product

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A) Basic Theory

1) Defenition of Communication

According to (Harorl D. Lasswell): Communication is basically a process that explains who, what to say, to what channel, to whom? With what effect or outcome.[source]

Based on communication theory Lasswell's model above, shows that the communication component as follows: who (communicator), says what (message delivered), to whom (the recipient of the message), in which channel (medium or media), and effect (feedback from the recipient of the message to message sender).

Based on the Lasswell theory above, there are five elements or components of communication.

1. who (communicator)
   communicator is a party who has a need to communicate or who initiate a communication. the communicator may be an individual, group, organization, or a country.

2. Says What (communication message).
   What will be communicated or delivered by a communicator to the receiver (communicant) it's Is a set of verbal or non-verbal symbols that represent feelings, values, ideas or mean of a communicator.

3. In which channel (channel or media).
   Media that used to convey messages from the communicator to the communicant (receiver) either directly or indirectly.

4. To Whom (recipient or communicant)
   People or groups or organizations or countries receiving messages from sources (communicators). communicant is also called the destination (destination) or listener (audience) or communicant or interpreter or back decoder (decoder).

5. With What Effect (impact or effect).
   Effects that appear on the communicant (receiver) after he received messages from communicators. That's seen from the changes that occur in communicants, such as changes of attitude, increasing knowledge, and others.

If referring to the Lasswell theory above, then communication is an action undertaken by the communicator to convey a communication message to the communicant (receiver) through certain channels (media) either directly or indirectly with the intention of giving effect to the communicant in accordance with the communicator wants.

2) Communication Effectiveness

According to Stewart L. Tubbs and Sylvia Moss, a communication is said to be effective when it raises 5 things, that is understanding, pleasure, influence on attitudes, good social relations and Action.[source]

Based on the theory of effective communication, then specifically can be formulated that a communication is said to be effective if:

1. raises understanding, meaning the careful reception of the stimulation content intended by the communicator.
2. cause feelings of pleasure, meaning not all communication is intended to convey information and form an understanding, but make people feel happy with what we convey.
3. cause a change in attitude, attitude or action of a person by using psychological manipulation, so that the person acts on his will
4. social relationships, meaning we depend on and connect with others, want to control and be controlled, want to love and be loved. thereby able to cultivate and maintain good relationships with others in interaction and association, control and power, love and affection.
5. action, meaning the result whole komulatif of the communication process. this not only requires all the psychological mechanisms involved in the communication process but also the factors that influence human behavior.

From the definition of effective communication above, it can be concluded that the effectiveness is related to the size of the results achieved with the predetermined size before.

Marketing communication is a way that used by seller in providing information and influence consumers to buy products from a company, either directly or indirectly. This activity for establishing relationships with prospective customers and consumers remain.[source]

Based on the above Lasswell theory, then marketing communications are said to be effective when it comes to 5 things:

1. raises understanding, meaning consumers understand after receiving the message (product) delivered.
2. generate feelings of pleasure towards the product delivered, so motivated prospective consumers and consumers to buy the product
3. attitude change, meaning that prospective consumers and consumers act on their will to buy the marketed product.
4. improved social relationships with potential customers and consumers
5. actions were taken by prospective consumers and consumers also cannot be separated from other factors that influence it.

Measure Tthe Effectiveness of Communication In Activities Marketing The product

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Based on the above description, then the message communication is a product that is promoted. whereas effectiveness is related to the size of the results achieved with predetermined results before.

In the business world, effective marketing is characterized by greater differentiation capabilities and rapid revenue growth.But the question is, why is it so difficult to improve marketing effectiveness and not infrequently just fail? Often we have so many ideas and thoughts that are considered breakthrough, it did not give results as expected. The failure is not separated from inappropriate marketing communications (less effective) so as to make potential consumers and consumers who stay away so that a bad relationship also occurred.

Quantitatively, measuring the effectiveness of marketing communications can be done by: Calculating the number of units sold during the promotion period.

Another simple measurement can be done by developing two ways communication communications that give consumers an opportunity to respond and instead give us a chance as marketers receive responses so we can measure the effectiveness of our communications.

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References:

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college: business communication with Dr. Budiman Purba, MAP
id.wikipedia.org
www.pengertianahli.com
belajar-komunikasi.blogspot.co.id
id.wikipedia.org

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