Communication is the lifeblood of business. Without it, it becomes almost impossible for a business to survive. Different channels can be used to convey business information to consumers and potential customers. A business chooses the channel to employ depending on its purported suitability, effectiveness, and convenience. Nevertheless, the message has to be in line with the principles of effective communication such as brevity, clarity, simplicity and accuracy. In this paper, we shall analyze the sources of business communication. The information shall focus on the telecommunication industry (Smartphones), specifically Samsung and Apple Inc.
This report analyses the source of business information used by Samsung and Apple Inc. Consumers and potential customers have to be enlightened on the products offered by a company using different channels such as Television, Social Media, Newspapers, journals, and magazines. This report analyzes Television and social media as the main sources of business information. The focus is placed on the advertising form of communication. We shall highlight when each business used a particular channel, when this communication succeeded or failed, and the reasons behind this.
Discussion and Research Analysis
The Samsung Electronics industry was founded in 1969 in Suwon, South Korea (Eom, 2016). In 2009, the company released its first Android Smartphone with the launch of Android tablet. Today, the company is among the most respected players, globally, in the Smartphone market. The company deals in the following products: Galaxy J3, z4, Galaxy J3 Prime, Galaxy C5 Pro, Galaxy Cover 4, Galaxy S8+, Galaxy S8, Galaxy C7 Pro, Galaxy Note7, e.tc (Eom, 2016).
Apple Inc. is a multinational company founded in 1977 and based in the U.S (Graham, 2017). The company designs and sells computers, software content-based services, and consumer electronics. Phones made by Apple Inc. are among the best in the phone market worldwide. The following are the products offered by the company: Mac line of computers, the iPod, iPhone, iPod Touch, iPad and iTunes Store (Hattersley, 2017).
For a very long time, Apple had the greatest market share. Samsung tried different strategies to catch up with it. The strategies paid off, because of today, Samsung is the world’s largest technology company by revenue. Stiff competition between the two is seen regarding the forms and types of communication employed in advertising their phones (Luca, 2015).
Advertising as a form of communication
Advertising is a form of communication intended to persuade an audience to purchase or take action upon products, ideas or services (Vertino, 2014). Advertising does the pre-selling of the product and makes the job of the sales person easier. It is the element of marketing that entails giving product information in a precise but concise manner (Musaraj, 2013). For the development of advertising and to get results one needs to follow the advertising process step by step until its execution (Vertino, 2014). This process incorporates distinct elements, and many considerations are made to make the difference between the success and the failure of the advert. For an advert to be successful, the company has to choose the right medium and structure the message well to catch the audience attention (Wood, 2015). Therefore, we shall analyze Social media and television as the two sources of communication used by Samsung and Apple to advertise their products.
Many describe social media as the greatest invention of all times. This is because, for the first time in history, people from all over the world can communicate, exchange ideas and bring significant change together (Kiesler, 2014). Social media networks like YouTube, Facebook, and Twitter, have created new channels of mass communication with new possibilities.
Social media networks have enabled a networked society and global connectivity (Leung, 2015). Today, communication on business, politics, economy and social welfares happen beyond national borders and seen by everyone from anywhere so long as one has access to the Internet. Groups, like Samsung and Apple, have taken advantage of this feature of social media networks to popularize their ideologies, advertise products and mobilize the masses to help in achieving their objectives.
Television is an influential mass media in modern society. The first television broadcast to be aired to the public was in Germany in 1935 (Leung, 2015). The invention of television came after the invention of printing, the radio, film, and the newspaper. Television is the most popular because of its affordability and capability to capture reality through adverts, news, features, documentaries and current affairs programmes. For businesses, using television to advertise is more rewarding than using other channels like print media.
Watching an advert on TV is a lot easier for people to understand and is more convenient than reading it on paper. For the people who are always in a rush in the morning, it’s more convenient to turn on the TV and listen to what’s going on rather than try to read a paper because it will only slow your task down. Also, for the people who don’t know how to read and for elders whose eyes do not function properly, the TV is a better source of understanding business information. Not only can they watch, if their eyes are messed up, they can also listen. It does not require any thinking or straining the eyes trying to read. It may be seen as very much relaxing.
Both Social media and television are effective in business communication. This is because of their large coverage and ability to deliver information instantly. However, this does not imply that using these channels is always a success. In fact, sometimes a business faces a backlash from the customers because of how they have used these channels (Truong, 2015). In the following section, we are going to point out when Samsung and Apple used television, when it was a success and when it turned out not successful.
Samsung Galaxy S8 TV Commercial
Unlike their normal routine of running through the phone’s main features or taking a hit at their competitors (Apple’s iPhone), Samsung chose to use animals. This is an enormous score for the company because everybody loves animals. In the video; there is a curious ostrich that gets stuck into Gear VR headsets that are playing a flight simulators video. Throughout the entire video, we are shown the ostrich’s immersive Gear VR experience. Also, we see how the ostrich is determined to do the unthinkable after having the Gear VR experience. The ostriches that did not get to play with a Gear VR are left clueless about the experience. (
Why this TV commercial was excellent
This commercial was a success because the message being sent was very clear; The Gear VR needs the Galaxy S8 phone inside to work. Apart from being appealing and fun, the message was also simple and concise (Graham, 2017). This way, the audience not only got to enjoy the clip but also understand d the point being driven.
Samsung Galaxy Note7 apology
Samsung went through a lot of struggle to win back trust from its customers following incidences of Galaxy Note7’s battery exploding. The company had to publish a series of apologies using various channels such as their Facebook page and website. The company’s CEO, Gregory Lee, wrote to the customers on their website (Eom, 2016). He reassured the consumers of the company’s commitment to offering best-in-class safety and quality. He also reassured people that the company had reached a decision to recall 2.5 million of the devices that had been shipped for sale and terminated the production of more phones of this model (Eom, 2016).
Why using Social media was poor
Choosing to apologize for their mistake was a right move. However, it was not okay to publish a full page of an apology on the company’s website without taking into account the customer’s emotions. By the time the company had recalled back the shipped phones, the damage was already done. Analysts say that the Samsung apology was heavy in battery failure and light on admitting its failure. This means that the message was not structured right. Moreover, although it reached people, the impact was not as anticipated. Also, there are various channels the company could have exhausted apart from Facebook and website. If the goal was to reach as many customers as possible, then they could have used television and print media. Social media is frequently used by a particular group of people-not everyone (Haddon, 2016).
Apple’s Romeo and Juliet advert
Apple is known for its best and iconic adverts. One of the most memorable adverts from the company is the much talked about Romeo and Juliet advert which focused on the video graphics capabilities of the iPhone 7 Plus. In the advert, we see how the phone can make a video shot by the phone can make a high school play look like a Hollywood movie. Also, the look on the dad’s face at the end brings out the sentimentality of the advert. (
Why this TV ad was a success
This advert was a success because it focused on the most outstanding feature of the phone; special camera (Graham, 2017). The phone has two camera systems. The dual –camera system enables the user to acquire super sharp close-up photos and videos with optical zoom at 2x. Therefore, the success of the advert can be attributed to the direct communication in it; it made it easier for people to know what was unique about it thus justifies reasons for buying.
Kids in schools with iPads
This is a 60-second TV commercial that begins by showing kids in school using iPads while a voice in the background is declaring Apple’s product design goals. This is a great shift from the nature of the company’s ads. The consumers translated the advert as Apple bragging. This ad earned the lowest score of 26 Apple TV ads. This is according to Ace Metrix, a consulting firm which investigates the effectiveness of TV ads through conducting surveys (Wlliams, 2015).
Why this TV advert was poor
In communication, one has to be careful about the tone so as not to come out as condescending (Vertino, 2014). The fact that there is a voice highlighting how great the company is making one question whether the advert is meant to show the products features or the company’s greatness? The campaign failed because the tone of the message was not right and in harmony with the pictures showing on the screen (Hattersley, 2017).
In this report, we highlighted the types/forms of communication used by Samsung and Apple. It can be seen that the choice of the communication channel and message structure is crucial and can make the difference between the success and failure of business communication.
Eom, Y. (2016, October 2017). An open Letter to all Galaxy Note7 Customers. Retrieved May 18, 2017, from Samsung:
Graham, J. (2017, May 3). Apple iPhone sales slip on next-iPhone hype. Retrieved May 18, 2017, from USA TODAY TECH:
Haddon, L. (2016). The Social Dynamics of Information Communication Technologies. The Journal Of Internet Banking and Commerce , 5-12.
Hattersley, L. (2017, 20 January). The 17 best Apple ads of all time: Funny, weird and embarassing Apple adverts. Retrieved May 18, 2017, from Mac World:
Kiesler, S. (2014). Culture of the Internet. Psychology Press.
Leung, Y. Z. (2015). The New Media and the society: A review of the Social Networking Service. New Media& Society , 1007-1024.
Luca, N. (2015, october 9). Towards a service-dominant approach to social marketing theory. Retrieved 12 November, 2016, from sage pub.com:
Musaraj, A. (2013). Intercultural and Religious Communications in the Balkans. Academicus International Scientific Journal , 25-36.
Truong, V. (2015). Social marketing quarterly. Elsevier , 230-248.
Vertino, K. (2014). Effective Interpersonal Communication. The Online Journal of Issues in Nursing , 5-10.
Wlliams, O. (2015, July 10). Apple has forgotten to sell the iPhone. Retrieved May 18, 2017, from The Next web:
Wood, J. (2015). Meeting the Challenges of Human Resource Management: A Communication Perspective. Management Revue , 69-72.