Communication can serve 4 purposes: inform – raise awareness interpret – raise understanding convince – support readers to develop an opinion or correct a misunderstanding behaviour change Obviously, the ultimate goal is behaviour change, this is largely an outcome beyond our control. Most communication are inputs designed for #1-3, with the ultimate purpose of achieving [...]
Entries from March 20th, 2008
4 type of communications – 4 campaign types
March 20th, 2008 · No Comments · impact, reception analysis, technical communication, tools
If you know your return, it could have been more
March 3rd, 2008 · No Comments · impact
In physics the Heisenberg uncertainty principle rules. It states that it is impossible to measure the impulse of a particle if you know its exact place, and vice versa. In marketing communication, there is also an uncertainty principle: the maximum return of your communication action is impossible to measure. Because once you make the return [...]
The benefits of soft power
March 1st, 2008 · 1 Comment · branding
In this debate, a track we’ve ignored so far is the branding and positioning of our organisation to influence the markets we operate in. We’re upstream, remote from our markets and the use of our product is quite dispersed. Therefore, consideration on this aspect is important. A relevant article worth a read is this paper [...]
