Managerial perspective

Abstract

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.

Keywords

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