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.
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.
Social Cognitive Theory:
Contingency Theory in Marketing Channels:
Integrated Marketing Communications (IMC):
Constitutive Model of Communication:
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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