What are communication theories used in marketing communication?
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Summary
4 papers analyzed
These studies suggest that communication theories used in marketing communication include social cognitive theory, communication strategies in marketing channels, IMC theory, and dialogical-dialectical communication theory.
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Introduction
Marketing communication is a critical aspect of business strategy, involving the use of various communication theories to effectively convey messages to target audiences. These theories help in understanding how messages are received, interpreted, and acted upon by consumers. This synthesis explores the key communication theories used in marketing communication, drawing insights from multiple research papers.
Key Insights
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Social Cognitive Theory:
- This theory emphasizes the role of symbolic communication in influencing human thought, affect, and action. It operates through direct pathways (informing, enabling, motivating) and socially mediated pathways (linking participants to social networks) to promote behavioral changes.
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Contingency Theory in Marketing Channels:
- This theory suggests that the effectiveness of communication strategies in marketing channels depends on the alignment between the communication strategy and channel conditions (structure, climate, and power). Proper alignment enhances outcomes like coordination, satisfaction, commitment, and performance.
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Integrated Marketing Communications (IMC):
- IMC is a widely endorsed approach that integrates various marketing and advertising efforts to provide a unified message. However, it has been criticized for relying more on rhetorical and teleological reasoning rather than empirical observations of actual marketing practices.
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Constitutive Model of Communication:
- This model views communication as a dialogical-dialectical field, where different traditions (rhetorical, semiotic, phenomenological, cybernetic, sociopsychological, sociocultural, and critical) define and address communication problems in unique ways. It highlights the richness and diversity of communication theories but also points out the lack of a unified field of study.
Conclusion
In summary, several communication theories are pivotal in marketing communication. Social Cognitive Theory focuses on the psychosocial mechanisms of symbolic communication. Contingency Theory emphasizes the importance of aligning communication strategies with channel conditions. Integrated Marketing Communications aims to unify marketing efforts but faces criticism for its theoretical basis. Lastly, the Constitutive Model of Communication underscores the diverse and fragmented nature of communication theories. Together, these theories provide a comprehensive framework for understanding and improving marketing communication strategies.
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