What are communication theories used in marketing communication?
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Communication Theories in Marketing Communication
Contingency Theory in Marketing Channels
Contingency theory is a significant framework in marketing communication, particularly within marketing channels. This theory posits that the effectiveness of communication strategies is contingent upon the alignment between the communication strategy and the specific conditions of the marketing channel, such as structure, climate, and power dynamics. When communication strategies are well-matched with these conditions, outcomes like coordination, satisfaction, commitment, and performance are enhanced1.
Ancestral Communication Theorists in Marketing
Several foundational communication theorists have significantly influenced marketing communication. The most frequently cited include Lasswell, Shannon and Weaver, Schramm, Berlo, and Klapper. Their work emphasizes the effects of marketing communication on individual audience members, the impact of single messages or campaigns, the importance of intentionality, and a co-orientational conceptualization of communication2. These themes are critical in understanding how marketing messages are crafted and perceived.
Facet Theory in Marketing Communication
Facet theory (FT) is another important approach in marketing communication. It provides a systematic method for theory construction, research design, and data analysis in complex domains like marketing communications. Tools such as 'Mapping Sentence' and 'Universe of Content' help diagnose and differentiate marketing communication constructs, making findings more generalizable and replicable3.
Communication-Based Relationship Marketing Model
A communication-based model of relationship marketing highlights the shift from persuasion to communication as the foundation of customer-focused marketing. This model underscores the importance of interactive communication at various levels—corporate, marketing, and marketing communication—to build and maintain brand relationships that drive brand value4.
Comprehensive Marketing Communication Models
M. Wayne DeLozier's model views all marketing activities within a communication framework, suggesting that every marketing action, from pricing to research, is a form of communication. This perspective integrates various aspects of communication theory, including rhetorics, information theory, and the diffusion of innovations, into the marketing domain5.
European Perspectives on Marketing Communication
Pelsmacker et al.'s work provides a comprehensive overview of marketing communication theories, techniques, and applications, particularly in a European context. This includes elements of the marketing communications mix such as branding, advertising research, segmentation, targeting, positioning, and e-communications. The text also discusses emerging practices like product placement and ambush marketing6.
Persuasive Communication in Marketing
The development of effective persuasive communications is a central concern in marketing management. This involves determining which persuasive messages will be most effective and measuring their success in achieving marketing objectives. Theories from social psychology and communications research are often applied to address these challenges7.
Multiformat Communication Theory
With the advent of digital formats and technologies like virtual reality, traditional communication theories have been expanded to include multiformat communication. This holistic framework considers various digital formats and their characteristics, such as visual cues and synchronicity, to enhance relationship marketing. The framework helps firms create and use digital formats effectively and synergistically8.
Integrated Marketing Communications
The transition from traditional marketing communications to integrated marketing communications (IMC) reflects changes in how marketing messages are crafted and delivered. IMC involves a cohesive approach that combines various communication tools and channels to deliver a consistent message. This paradigm shift is crucial in the modern information society, where consumers are active participants in the communication process9.
Interpersonal Communication in Business Networks
In business relationships and networks, the focus shifts from mass communication to interpersonal communication processes. This interaction/network approach emphasizes the social processes that bind actors together, moving away from product-centric marketing to people and organization-centric marketing10.
Conclusion
Communication theories play a pivotal role in shaping marketing communication strategies. From contingency theory and facet theory to integrated marketing communications and multiformat communication, these frameworks help marketers understand and navigate the complexities of effective communication. By aligning communication strategies with specific conditions and leveraging interactive and interpersonal communication, marketers can enhance their relationships with consumers and achieve better marketing outcomes.
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Most relevant research papers on this topic
Communication Strategies in Marketing Channels: A Theoretical Perspective
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.
Highly CitedMarketing Communication Theory: What do the Texts Teach Our Students?
Lasswell, Shannon, Weaver, Schramm, Berlo, and Klapper's work focuses on individual audience effects, single messages, intentionality, and a co-orientational communication conceptualization.
Literature ReviewTheory construction and data analysis in marketing communication: A facet analytical approach
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.
A Communication-Based Marketing Model for Managing Relationships
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.
Highly CitedBook Review: The Marketing Communications Process
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.
Marketing Communications: A European Perspectives
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.
A theory of multiformat communication: mechanisms, dynamics, and strategies
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.
Literature ReviewMARKETING COMMUNICATIONS IN THE MODERN CONDITIONS: ISSUES OF THEORY
Modern marketing communications, including advertising, sales promotion, public relations, and direct marketing, are crucial for promoting goods and services in the information society.
The role of communication in business relationships and networks
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.
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