Communication is rather more complex than it at first appears. The communication that the company intends to send often bears little relationship to the communication which is actually received. This is because communication takes place in a large number of ways and at many different levels. The medium often has as much effect as the message itself, and the way the message is conveyed alters the meaning. Finally, the message combines with the recipient’s existing knowledge and prejudices to create an entirely new (and possibly unintended) message.

The key points from this chapter are as follows.

Business buyers actively seek out information, whereas consumers are less likely to do so.

Messages are not a magic bullet: communication is a cooperative process, and meaning is co-created.

Sought communications are those which the buyer looks for; unsought communications are those which the seller sends out.

Good website design is critical to a successful marketing communications program.

Social media is taking an increasingly important role in the marketing communications program.

Business buyers rarely buy as a result of advertising alone.

Direct mail pieces must be carefully targeted if they are not to end up in the garbage or recycled.

The main trade-off in international communications is the decision whether to standardize or to tailor a message.