chapter  9
23 Pages

Service communications

In previous times, there were more limited opportunities for ways in which a company could communicate with its audiences. There were also generally fewer brands in any market sector, meaning that it was relatively easier for the brand to be seen and heard (and remembered). It is estimated that today the average person is exposed to 1300 advertising messages every day.1 However, today’s multi-brand markets and diverse and numerous ways of talking to consumers means that it becomes increasingly important that every piece of communication works optimally.