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Paiboc

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With the explosion of the Internet came the explosion of the communication medium of the website. Although no longer a new concept, it is constantly evolving as new forms of communication are explored and placing your business in the foreground with an easy to navigate and overall informative website is imperative to capturing your target audience. Throughout this essay the website for the global engineering, architecture and environmental consulting company GHD Australia with be reviewed. This website will be analyzed for its effective communication to its audience by applying the six principles of the Locker & Kaczmorek(2010) PAIBOC(Purpose, Audience, Information, Benefits, Objections, Context) principals, which will discussed in more detail later in the essay. This is done in the hope of showing the successful implementation of these principles in the creation of a user-friendly successful communication tool.

Locker & Kaczmorek(2010) term purpose as the message of the website or what should be included in the website and what the company wants to communicate to its audience. One of the main purposes of the GHD website is to provide up to date and informative information on the company to current and prospective clients of what the company’s main purpose is and the diverse business’s it is involved in. It clearly advises the reader that it is primarily a consulting firm across a number of disciplines such as engineering, architects, environmental scientists that serves clients across numerous businesses such as property, water and energy and resources. Another purpose of the website is to give a history of the company and its success stories to build a rapport with the reader and give a human story to the face of the company and make potential customers feel comfortable that the company knows what it is doing. The third purpose it to provide easy detailed information on the current services, projects and also locations of face-to-face company



References: Castells, M 2002, The Internet Galaxy, Oxford Press, London. Dahlen, M Rasch, A & Rosengren, S 2003, Love at First Site? A Study of Website Advertising Effectiveness. Journal of Advertising Research, 4. GHD Australia 2009, GHD Australia, GHD Corporate Marketing Services, Australia, August 2011, http://www.ghd.com/australia/ Locker, KO & Kaczmarek, SK 2010, Business communication: building critical skills, 5th edn, McGraw-Hill, Sydney. McMillan S.J, Hwang.J & Guiohk Lee 2003, Effects of Structural and Perceptual Factors on Attitudes toward the Website. Journal of Advertising Research, 43, pp 400-409. Sharp, L 2002, ” Positive response action: The ultimate goal of website communication", Journal of Communication Management, Vol. 6 1, pp.41 - 52 Slevin, J 2000, The Internet and Society, Polity Press, Oxford.

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