Marketing communication: principles and practice

THE STRATEGY DOCUMENT
The investment in time and effort to develop a strategy has a number of
benefits:
• integrates communication systems
• greater impact from clearer communication
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• broadens decision and judgement perspectives (i.e. appreciation)
• provides a clear strategic direction within which tactical planning is
conducted
• tactical activities support and complement each other
• encourages reflection
• reduced stress from the hassles of error, omission, and uncertainty
• cost savings
One fatal mistake made by so many marketers is to write a massive tome
that has more value as a doorstop that as a business tool. Schultz 
et al
. (1993)
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Violence
Erodes trust and evokes a response to contain it and to abate it, 
but has no specific communicative purpose – violence does not 
have to be physical – it is mistreatment that violates rights 
Threat
The conditional ‘do it or else’ coercion – involves trust only to 
the extent that the threatened party needs to believe both that 
the threatener can and will carry out a threat unless the condition
is fulfilled and that to fulfil the condition will avert the threat
Bargain
Involves a greater shared assumption – each party has to be 
confident that the other regards the situation as a bargain – the 
attempt to negotiate an exchange on terms acceptable to all the 
parties – each must believe that the other parties can and will 
carry out their undertakings if agreement is reached – each is free 
to make not merely an acceptable bargain but the best they can, 
or to withdraw from the negotiation
Information
The receiver must not only trust the giver’s competence and 
reliability, they must also be assured that the giver’s appreciative 
system corresponds sufficiently with their own to ensure that 
what is received fits the receiver’s needs. Even if it does, it will, to 
some extent, alter the setting of their appreciative system
Persuasion
The giver actively seeks to change the way in which the other 
perceives some situation and thus to change the setting of his/her 
appreciative system more radically