ADVERTISING IS NOT COMMUNICATION This is the sixth in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the core threads of knowledge, intelligence and strategy. This article highlights […]

ADVERTISING IS NOT COMMUNICATION This is the sixth in what I believe is an important series of articles published in THE D. JOHN CARLSON REPORT on the subject of cutting costs in branding, marketing and communication. All factors addressed in this series centre around the core threads of knowledge, intelligence and strategy. This article highlights the cost saving potential of that all too rare skill and practise of communicating. Contrary to popular belief, advertising is not strictly speaking, communication. By definition communication involves listening as well as talking, reading as well as writing, viewing as well as transmitting. Put simply, communication is a two way process and works best and most cost effectively when it is treated as such. Advertising can be effective in transmitting a message or messages, while communication is much more effective in developing relationships – based on mutual understanding – and it is relationships that are…