If there is a lack of internal competence in a company in communications, PR and advertising, the effect of even the largest advertising budgets and the most creative campaigns falls flat. From top management to sales staff, the same thing applies: a certain amount of communications know-how is essential.
Uncertain economic times lead some companies and organisations to save money with advertising. This can set off a downward spiral. For lower investment in gaining and retaining clients generally diminishes future income and profits. However, if the company discovers and uses its communicative intelligence, it can continually increase the success of its advertising even with smaller budgets. It wins credibility and achieves more success in communications for the same or smaller budget.
The target groups that are flooded with publicity and information are nevertheless adept at recognising which information is reliable. This is illustrated for example by the results of a survey, carried out in January 2001 by the Geneva Institute Erams for Ringier Romande, of 1002 people in the German and French speaking regions of Switzerland.
According to a SDA report, 1002 people were questioned about their attitude to the media and their confidence in the information supplied by the media and institutions. According to the report published in the Tages Anzeiger, 84% of those questioned believe the information provided by Teletext, 78% trust the information supplied by schools, 75% the radio, closely followed by TV and the press. Political institutions such as cantonal authorities and the government are given credibility by 65% of the participants, churches 45% and political parties 21%. Very few people have confidence in the information given in advertising, just 10% to be precise.
