Abstract
INEFFECTIVE communication is one of industry's top problems today. Faulty communications between employer and employee; between manufacturer and selling channels; between producer and customerall create economic inefficiencies and wastes. Two vital segments of the communications industry-the business publication and the advertising agency-must join the industrial concern in sharpening and refining the tools of advertising, publicity, sales promotion, and personal selling. The publics of this group are wide and diverse. Most companies, especially the manufacturers and advertisers, must communicate their stories not only to customers and prospects, but also to the financial community, shareholders, employees, and suppliers. These are the targets of a total communications program. How can we orient this program to these targets? How can we insure effective advertising, sales promotion, publicity, and selling efforts? The answer lies partially in a recognition that the greatest impact on communications comes from two economic factors which have nothing directly to do with communications.
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