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Explain in brief about Relational Communications
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.
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