Академический Документы
Профессиональный Документы
Культура Документы
Introduction
This paper presents the value of and need for quality Technical Publications in the Marketing and Advertising Industry. Technical publications include a wide variety of material such as web content, brochures, catalogues, pre-sale literature, newsletters, technical reports, white papers, case studies, flyers, product demos, user guides, online help, classroom training materials, reference guides, administration guides, standard operating procedures, installation manuals and web-based training materials. How a software or hardware product is marketed is the deciding factor in the success or failure of its developers. The benefits and features of an application alone are not enough to ensure success. Without a quality marketing strategy, a product will not reach its target audience. Since hardware and software marketing does not typically involve traditional media, generating product knowledge and interest becomes a challenge. Conveying a product to an audience, in a manner that will get them interested, involves a quality website, the method of advertising itself, and the way in which information is written and presented to the audience. A simple product manual or a well-written and welldesigned web-site is used by customers to form opinions of products. It is essential, therefore, that experts, skilled in general and commercial communication, with technical knowledge about creating persuasive messages be involved in the process of developing a marketing campaign. In this paper we will discuss the importance of technical publications to the marketing and advertising industry, to facilitate creation of awareness and successful sale of software and hardware products. TWB believes that technology cannot exist without being communicated effectively.
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Some of the greatest documentation challenges that most companies face today include:
Timely availability of quality documents during product release Cost cutting in a multi-vendor business environment Managing large volumes of documentation for new products releases Knowledge is power and in marketing, product knowledge translates to increased sales. Wellwritten, eye-catching documentation can make the difference between customer uncertainty and a sale. It is difficult to measure the degree to which documentation affects the decision to buy a product. However, generally, products that receive favorable documentation reviews are also products that receive overall positive ratings. Poor documentation cuts into profits, even if a product has sold well. If the documentation quality is low, massive costs are incurred in post-sales support. This is especially true for hardware and software products. Statistics show that the number of callers on support lines reduces drastically if the documentation that accompanies a product is clear and easy to understand. TWB provides documentation with professional quality. Improvements to existing hardware and software products, and creation of new ones, are regular occurrences. The release of new products requires a variety of documentation, from web content and data sheets, to white papers and user guides. Quality documentation, created by skilled professionals, is easy to update to reflect changes or modify for new products and releases.
In India, the advertising expenditure dropped to 2% from 17% in 2009. However, digital ad expenditure, which accounts for 1.7% of the total industry, saw a growth of 45% in internet spending alone.
Benefits
For leading vendors of software and hardware products, association with TWB has benefited them by saving costs and producing professional documentation along with services such as:
Transferring complex technical data into easily understandable language Protecting technical and commercial data of newly developed products Creating, editing, reviewing, and maintaining content
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The developers know the product better than anyone else: With time constraints and limited resources, many companies are tempted to let the programmers do the documentation. The engineers and developers know the product very well. However, the developer is likely to provide technology-centered information; where as the end user requires task-centered information.
For engineers and developers it is almost impossible to step back and look at the application from the end users point of view.
The application is complicated; having a writer learn about it will take too long: Learning the product should not be a major obstacle for the writers with the right technical background.
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Conclusion
The Importance of Marketing and Advertising: Marketing and Advertising are the tools used to attract prospective customers to a business and the products or services it offers. The number of customers drawn depends directly on the effectiveness and success of the marketing campaign. Advertising is a part of a business overall marketing strategy, including public relations, promotions, incentives, and newsletters among others. The aim of a marketing strategy is to use advertising and all its available tools to maximum effect. Value of Technical Publications: Technical Publications are essential in transferring product knowledge to end users. The provision of proper material to use technology and products allows a user to accept and efficiently use a product. Faulty assumptions about documentation lead to inaccurate and hard-to-understand material. This also decreases the chances of marketing those products in the global market. Role of Documentation Outsourcing: The importance of marketing and advertising to the success of a product requires that vendors and purchasers look at outsourcing their documentation needs to wellestablished Technical Publications Solutions providers. This helps the company cut costs and at the same time deliver their products with quality documents.
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TWB Services
TWB is Indias leader in technical communication outsourcing and education. TWB offers a complete suite of services that allow our customers to effectively publish their technical knowledge with their people and processes. TWBs customers range from Global 500 including Cisco, Accenture, McAfee, LG, Samsung, Citrix, SAP, Siemens, AOL, Intel; Indian technology majors including Infosys, Wipro; Global defense majors - Pratt & Whitney, Honeywell, DRDO, HAL; and exciting technology startups. TWB's expertise in technical communication ranges from IT Products and Outsourcing, ITES, Banking, Financial, Aerospace, Defense, Ship Building to Hi-tech Manufacturing, and Discrete and Process Manufacturing. TWBs services include:
Business Communication
Short Reports Proposals Case Studies Lab Reports Memos Progress/Interim Reports Writing for Electronic Media
Illustrations
Graphic Designing Info graphics 2D & 3D animation Line drawings and illustrations
Datasheets Administrators Guide API Document Configuration Guide Functional Specifications Document Installation Manual Interface Document Interactive Electronic Technical Manual (IETM) Maintenance Manual Online Help Operation Manual Product Demo Product Specifications Document Product Overview Document Quick Reference Guide Release Notes Requirement Analysis Document SDK Document Troubleshooting Manual User Manual Open Source Documentation Programmers Guides Functional Specifications Document Use Cases Online Help /Context Sensitive Help Troubleshooting Guides
Business Documentation
Business Proposals Legal Disclaimers Policy Manuals Style Guide Design Template Design
Content Management
Single Sourcing File Version Control Document Naming Conventions Consistent Document Formatting Data Transformation
Process Documentation
Workflows Standard Operating Procedures ISO Documentation CMM Documentation
Records Management
Document Management Solutions Record Management Storage and Retrieval
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Multimedia/Authoring
Adobe Flash Adobe Dreamweaver Microsoft FrontPage Adobe Captivate
Illustrations
Adobe Flash CS4 Professional Adobe Illustrator CS3 CorelDRAW Microsoft-Expression Graphic Designer Xara Xtreme (Windows & Linux) CuteDraw Publisher3D(for animation) Sketsa SVG Editor (for vector graphics) Techsmith Camtasia Adobe Flash CS4 Professional Arbortext IsoDraw (technical illustrations for 2D and 3D)
Online Help
JavaHelp Adobe RoboHelp 7.0 HelpScribble WebWorks Publisher PowerCHM Doc-To-Help WinCHM HelpSmith 2.1.1(Windows) Fast-Help MadCap Flare Help-Server NVU Help
Graphics/Animation
Adobe Flash Adobe Photoshop Adobe Illustrator Adobe Fireworks Microsoft Silverlight
Standards
SCORM 1.2 / 2004 AICC W3C Section 508 QTI XML
XML
XMetal Microsoft Word 2003, Microsoft Word 2007
Databases
Microsoft Access Microsoft SQL Server
CMS/ LMS
Sharepoint Moodle Joomla, WordPress Media Wiki CMS Builder Author-it (formerly AuthorIT) Alfresco
Flowcharting
Microsoft Visio iGrafx EDraw RFFlow Flowbreeze Smart Draw
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Industries Served
TWB services a wide range of technology and knowledge driven industries, helping them meet their markets better, these include:
Banking, Insurance and Financial Services Consulting and Business Services Defense, Aerospace and Hi-Tech Manufacturing Education and Learning IT, ITES ITES/ KPO/ BPO Pharmaceuticals and Biotechnology Process Manufacturing and Allied Industries Steel, Ship Building, Construction and Aviation Telecom and Digital Communications
TWB has been the preferred technical documentation outsourcing company for:
US Office: TWB
11701 Norwegian Wood Drive Austin, TX 78758
Telephone: +1.512.586.8357
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