The 4Cs of Truth in Communication

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9780978660222: The 4Cs of Truth in Communication
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Even though we all communicate every waking hour of every day, truly effective communication isn't always easy to identify, much less execute. Consumers are deluged by messages with different purposes to inform, to persuade, and to entertain. This plethora comes to us courtesy of a variety of resources that are increasingly fragmented by advances in technology. With more communication to sift through, it has never been more important to make this communication clear. Don't let the size of this little book fool you. The 4Cs of Truth in Communications presents a remarkably straightforward and easy to apply framework for creating, presenting, and evaluating effective communication. The simple yet powerful framework will help you recognize, organize, and evaluate stand-out effective communication. Whether it's a television program, a package graphic, a brand logo, a political speech, or even an email message, this model gives you an essential communications pocket guide. After you learn how to navigate the 4Cs, you can be confident that your marketing efforts will cut through to true communication clarity.

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About the Author:

Isabelle Albanese, is a marketing veteran and consumer insights specialist, who has evaluated hundreds of different types of communications pieces with thousands of consumers over the past ten years. She has presented the 4Cs of Truth in Communications model to rave reviews at international conferences among both client and colleague audiences. Prior to starting Consumer Truth, she was a senior vice president at J. Walter Thompson Advertising and also spent several years at Ted Bates Advertising. Ms. Albanese has a B.S. in business from DePaul University and attended business school at the University of Chicago. She is an active member of the Qualitative Research Consultants Association (QRCA).

Review:

Her lively, conversational style makes reading a breeze, and the application of her model to other, non-marketing situations illustrates just how fun this business of communication can be. ...A worthy addition for anybody who is either new to marketing and advertising or is just looking for a fresh, innovative way to organize their thinking in our chaotic environment. --Pamela Narins, SVP, Group Planning Director, Element79

A strikingly honest account of how marketers often fail to see and even avoid consumer truths. I recommend this book for anyone who wants to develop a fail proof framework for evaluating their communications and have some fun in the process. --Regina Lewis, PhD, vice president, consumer brands and insights group, Dunkin' Brands, Inc.

The 4Cs is a disciplined approach to developing and understanding effective communication and provides a framework that everyone on the team can understand...Using her methods helped the team develop communication that was stronger and more effective than when we started. --Kelly Gronlund, Senior Insights Manager, Unilever Corp.

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