Communication Strategies For The Industrial Mineral Producer - Introduction:

The function of advertising is communication. Viewing the advertisements of mineral suppliers exposes the reader to a broad spectrum of purposes: announcements of new products, availability and supply, departmental services, company image, etc. It is the advertiser's hope that the message being conveyed is the same message being perceived by the viewer. To maximize this probability, the advertiser at least must carefully construct precise copy, identify the target audience and select the appropriate advertising medium. A truly successful and efficient ad, however, also must accurately reflect a product's life cycle, i.e., the rise and fall in demand for a product. Buggy whips and radio tubes are classic examples of items formerly in high demand. Industrial minerals are similarly affected by occurrences of product life cycles.