This chapter provides some guidance for designing corporate communication programmes using corporate advertising and ad-like communication activities. It develops a decision-making model to assist managers select which corporate communication tools to use. The model considers corporate brands and corporate communication from a company’s point of view. Specifically, the model prescribes how managers should select among the various means of communicating about the corporate brand. The analysis is thus carried out from a managerial perspective and results in a theoretically sound and practically applicable decision- making model, which seems to be superior to previous approaches to selecting qualitatively different communication tools, particularly among the range of broad corporate communication tools.
KeywordsPreference Score Communication Tool Corporate Communication Corporate Brand Tool Attribute
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