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As described in the major reference books in different schools and learned the marketing department of communication plays a fundamental role in the advertising practice: set the ground rules that then a good communicator must be translated to the target audience, in a mass-media or the navigator model as shown in the report proposed by the bipolar Net Semiology.

There is unfortunately used to bypass this important step to impose its vision or marketing oriented agency comunications.

It 's the case in point recorded in these days for advertising Fineco and Zurich, in which it highlights the "customer satisfaction" through the data as a percentage: 91% of satisfied customers and a similar result for Fineco evidenced by Zurich .

Remarkable results for professionals, no doubt, but leaving considerable concerns in the target audience. If an analyst can be proud of Fineco for 91% of customers satisfied (and it is to be) a shiver of fear runs through the back of a potential customer and certainly atrocious attacks him, "only 91%? and if I did the 9% of dissatisfied customers? ".