Communication strategies in marketing channels enhance channel outcomes by matching channel conditions and minimizing the impact of channel conditions on coordination, satisfaction, commitment, and performance.

Communication Strategies in Marketing Channels: A Theoretical Perspective

Lasswell, Shannon, Weaver, Schramm, Berlo, and Klapper's work focuses on individual audience effects, single messages, intentionality, and a co-orientational communication conceptualization.

Marketing Communication Theory: What do the Texts Teach Our Students?

Facet theory facilitates theory construction, research design, and data analysis in complex disciplines like marketing communications, providing new insights and making generalizability and replication of findings easier.

Theory construction and data analysis in marketing communication: A facet analytical approach

A communication-based model of marketing focuses on interactive communication at three levels (corporate, marketing, and marketing communication) to drive brand value and customer relationships.

A Communication-Based Marketing Model for Managing Relationships

The Marketing Communications Process model views marketing as an ongoing dialogue with consumers, linking marketing research to communication theory and offering insights for marketing management.

Book Review: The Marketing Communications Process

This book provides a comprehensive overview of marketing communications in a European context, highlighting the importance of branding, communication theories, and e-communications in shaping consumer behavior.

Marketing Communications: A European Perspectives

Effective persuasive communication in marketing involves determining which communications are most effective and measuring their success in achieving marketing objectives.

Communication Theory and Marketing

This paper presents a framework for developing multiformat communication theory and relationship strategies, focusing on six fundamental characteristics to promote effective, efficient, and experiential communication goals.

A theory of multiformat communication: mechanisms, dynamics, and strategies

Modern marketing communications, including advertising, sales promotion, public relations, and direct marketing, are crucial for promoting goods and services in the information society.

MARKETING COMMUNICATIONS IN THE MODERN CONDITIONS: ISSUES OF THEORY

The interaction/network approach to marketing shifts focus from mass-communicative effects to interpersonal communication processes within business relationships and networks, highlighting the importance of communication in these contexts.

The role of communication in business relationships and networks

Integrating marketing communications across traditional and new media can improve the effectiveness and efficiency of marketing programs.

Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

Word-of-mouth marketing in online communities systematically alters marketing messages and meanings, influencing how marketers plan, target, and leverage it in a networked world.

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

IMC theory relies on rhetoric and teleological reasoning, rather than detailed empirical observations of actual changes in contemporary marketing communications practices.

Integrated marketing communications and the language of marketing development

Marketing research has made unique contributions to theoretic understanding of human behavior change and methodological advances, but its focus on application may have intellectual disadvantages.

Testing Social Theories in Marketing Settings

Communication theory is a dialogical-dialectical field, with each tradition complementing and challenging other traditions, creating a theoretical metadiscourse that intersects with and potentially informs practical metadiscourse in society.

Communication Theory as a Field

Social cognitive theory explains how mass communication influences human thought, affect, and action through direct and socially mediated pathways, promoting change through information, motivation, and guidance.

Social Cognitive Theory of Mass Communication

A fuller understanding of communication's singularity may benefit both communication scholars and those in other fields of inquiry.

Making Communication Theory Matter

Mass communication theory helps individuals analyze their social environments, public opinion, and mass culture, and understand their social implications.

Theories of Communication

This two-volume encyclopedia provides a comprehensive overview of contemporary communication theory, covering various orientations and concepts related to interpersonal, group, and mass communication.

Encyclopedia of communication theory

An expanded theory of communication can unify semantics, syntax, and phonology, potentially unifying the aspects of communication and addressing the issue of cheap talk.

Theory in Communication

What are communication theories used in marketing communication?

These studies suggest that communication theories used in marketing communication include individual audience effects, interactive communication models, facet theory, persuasive communication, multiformat communication frameworks, and the interaction/network approach.