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Essay / Research Paper Abstract
This 6 page paper considers the use of the different models of communication in marketing. These include the one to many, direct targeting, one to one and many to many models. The bibliography cites 10 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEcommdl.rtf
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Unformatted sample text from the term paper:
by communication. Indeed if the marketing model of the five communication effect is considered then the role if communication may be further appreciated as a complex aspect of marketing that
is often taken for granted. This is a tool for analysing the way advertising communication works on different levels. The five communication effect that we can see and use to
measure the way the advertising campaigns work can be seen as category need, brand awareness, brand attitude, brand purchase and purchase facilitation. These are all different aspects of communication that
need to be used in conjunction with each other in order for communication to be effective. The communication needs top be effective for the message to be heard, and
with different types of communication model there are advantages and disadvantages to each. There are three main models that are cited in marketing, these are the one to many, the
direct targeting and the one to one interactive (Belch and Belch, 2001). However, with the increase popularity of the internet many to many is also becoming a model that
needs to be considered. Communication, can be defined as the process of information transfer that takes place, often with the aim of transmitter influencing the receiver (Jablin 1979). When
considering these models it is also worth remembering that communication in made up of several stages. The first stage of any communication is the way in which the company or
individuals decided the message that they wish to send. This may appear simple, yet it is complex. Communication is made up of more than words, even a radio communication will
have other elements such as the tome, the music (if any) and the general background noise. The message needs to be formatted with consideration of the none verbal influences, such
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