The study focuses on the strategic aspects of marketing communications between the firm and the target market. In addition to the three consumer end perceptual processes of selective attention, selective distortion and selective retention, and the aspect of subliminal perception, the study postulates a fourth firm end process of perceptual acuity, a process of the firm overcoming consumer misperception with an increase in perceptual sharpness and thinking (acuity). The study thus postulates the segregation by the firm of consumer perception into aspects of ‘perception is reality’ or ‘perceived realities’, and ‘perceptual distortions.’ Marketing strategy can be conducted effectively when there is a successful interaction management between the ground realities and perceived realities of the organization with the ground realities and perceived realities of the market. The study also postulates on issues pertaining to involvement, leveraging in communications, use of repetitive communication, attitude to market fit and vice-versa, integration of message strategy and media strategy, quantitative considerations in firm to market communications including the aspect of net valence of messages, as well as the direct effects of advertising represented by objective effects (of inform, persuade, remind and reinforce), importance of both enculturation and acculturation and tying together diverse cultures, and linkages for firm to market communications with other elements of strategic marketing. The study concludes by laying out the implications to marketing strategists.