n Media Tenor SA Research Journal - Products - necessary part of corporate communication : corporate organisations exclude products from corporate communication - and some are paying the price

Volume 4, Issue 2
  • ISSN :



Extracted from text ... Product communication has traditionally never been part of corporate communication. Products were, and to a large extent are still considered to be the responsibility of the marketing section of any organisation, which, with the help of advertising agencies develops expensive and large campaigns that create a 'brand.' This in turn, influences consumers to think in a specific way about a product. Or at least, this is what organisations hope to achieve. Products are not considered important enough to be communicated to the mainstream business and news press, instead, intense wooing of specialised media's journalists is considered to be the order ..

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