Communicating through the "world game", for brand and corporate reputation
A Coca-Cola Great Britain case study

Page 2: Communication

Communication is the process of putting messages across to a targeted audience. For effective communication to take place, the sender of the message must:

  • be clear about the intended message
  • use an appropriate medium for that particular message e.g. mail, TV advert, Internet, public address system
  • present the message clearly and unambiguously.

The intended recipient(s) must be:

  • able to receive the message
  • ready and willing to listen to it
  • open to persuasion with regard to it.

These rules are crucial to successful communication.

People sending messages do not all have the same objective. They may be wanting to:

  • inform e.g. 'Contains at least 33 per cent extra free'
  • persuade e.g. 'This offer can never be repeated'
  • reinforce a message or consumer pattern e.g. "Customers are reminded that...."

Coca-Cola Great Britain | Communicating through the "world game", for brand and corporate reputation

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