Page 5: Communicating "sense and simiplicity"
At the heart of business success is good communication. This means sending messages from individuals or organisations to others (receivers). Good contact involves:
- communicating a brand promise, in this case 'sense and simplicity'
- in a clear and easy to understand way
- to the right target audience
- using the right media.
There are a number of ways that Philips does this:
- As it is a global company, it is important to direct contact from the centre. This ensures that the 'Philips message' is conveyed consistently.
- Philips believes that there should be a single insight for each product (not mixed messages).
- All creative work carried out by advertising agencies must be based on the 'sense and simplicity' promise.
- Television and print (for example, magazine) adverts are presented in a standard way - at least three Philips adverts in a single magazine - in a campaign that might last for eight publications of the magazine.