Corporate communications

Marketing communication, especially advertising is meant for a group of users of products called the target audience. After identifying the target audience, we must determine the response desires. The ultimate response desired is of curse the buying of the product or service. We must know the decision-making process that leads the target audience from its present position to a higher state of readiness –to-buy. There are papers on corporate communications in American Universities and there are departments of corporate communication in different companies. In the 90’s, business seeks to communicate positively in terms of clarity of identity to a wide range of people-financiers, those in authority, the general public, among others. Corporate communications is not limited to mere PR. It includes crisis communication, e.g., corporate identity programmers, re-imaging, media relations, corporate advertising, and sponsorship for image building, and communicating during take over. Corporate communications is not restricted to image management but considers corporate philanthropy, media dealing and crisis management.