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Right for the audience
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Right for the subject matter
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Right for your goals
It is important to position a communication to appeal to its audience and to choose a creative approach that's in line with your brand. The main deciding factor is whether the goal of a communication is to inform or persuade. Persuasive communications such as TV ads carry minimal information. Informational programmes are heavy on fact and light on dramatic impact. Get the positioning wrong, and you could confuse your target audience.
THE COMMUNICATION CONTINUUM
This diagram shows the inverse relationship between the ability to inform and persuade in any communication. As you move the line to left or right you can see how the ratio between information and persuasion changes. This tells you that bombarding people with facts is unlikely to win hearts and minds. Business communications may lie anywhere along this continuum.
