is a term I use to describe the effect good, well thought out and well designed communicatons have on a target audience. For example, a badly put together leaflet sent to the wrong audience will have a very negative effect on the recievers and could damage a brand, no matter how big or small the company. Some promotional material (leaflets/flyers etc) can be created for the right audience, but with the wrong style and content it will become a negative communication.
Preperation is key in converting a possible negative into a postive. A phonecall to an existing client without reading back on previous orders and sales history can lead to negative communication very quickly, if the reason for the call is a product or service that they do not and may never need. I apply this when creating any promotional material.
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