Advertising people tend to think of communication as ‘message sending’, and thus spend hours and hours crafting a message, primarily a 30 second TV Commercial and then arranging for it to be transmitted.
Marketing people are moving away from that totally inaccurate picture, however fmcg marketing people still haven’t cottoned on to the fact that “you can sell more goods to less people, and still be more effective”, that is if you understand the benefits of ‘conversations’
Media people, newspapers, magazines, TV and radio lovingly call themselves ‘the communicators” and say they “are in communications.”
They are not…never have been… all they do is prepare messages and then send them…they most certainly not communicators.
It is the ego that chooses to ignore the word communication, the ego and that other overworked word ‘creativity’, hence the rush to hire, at greater and greater expense the latest creative genius who is going to sell all those wonderful goodies! Utter rubbi
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