Orientation

Explanation

Information

and promotion

Communications are used to persuade people into product purchase, through mass media communications. The emphasis is on rational, product-based information.

Process and Imagery

Communications are used to influence the different stages of the purchase process that customers experience. A range of tools are used. The emphasis is on product imagery and emotional messages.

Integration

Communication resources are used in an efficient and effective way to enable customers to have a clear view of the brand proposition. The emphasis is on strategy, on media neutrality, and on a balance between rational and emotional communication.

Relational

Communications are used as an integral part of the different relationships that organisations share with customers. The emphasis is on mutual value and meaning, plus recognition of the different communication needs and processing styles of different stakeholder groups.