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Communication Theory and Marketing

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Marketing

Part of the book series: Macmillan Studies in Marketing Management ((STMM))

Abstract

One of the central preoccupations of marketing management concerned with media selection, or in media/advertising research is the development of effective persuasive communications which will successfully accomplish some marketing objective. Unfortunately two of the major problems of marketing management have been to determine which persuasive communications will be most effective, in advance of use, and to measure to what extent the persuasive communication has been successful in achieving its marketing objective. This chapter is addressed to an analysis of the body of theory originating predominantly in social psychology and communications research, which has been applied to the two problems identified here. First, however, a definition.

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Notes and References

  1. Indeed the use of the phraseology ‘target market’ reflects early ‘propagandist’ interpretations of the effect of persuasive com-munication. Under this interpretation the audience is viewed as so many passive targets waiting to be ‘hit’ by the advertisement or contacted by the salesman etc.

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  2. S. H. Britt, ‘Are So-Called Successful Advertising Campaigns Really Successful?’, Journal of Advertising Research, vol. 9, no. 2 (1969).

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  3. See, for example, L. Festinger, A Theory of Cognitive Dissonance (New York: Harper, 1957) for the theoretical background to this position and R. J. Holloway, ‘An Experiment on Consumer Dissonance’, Journal of Marketing, vol. 31 (Jan 1969) for an example of its application.

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  5. For a review see E. M. Rogers and T. F. Shoemaker, Communication of Innovations (Glencoe, Ill.: Free Press, 1971).

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  9. Ibid.

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  11. Reviewed by Rogers and Shoemaker, Communication of Innovations.

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  38. H. Claychamp and A. Amstutz, ‘Simulation Techniques in the Analysis of Market Strategy’, in Applications of the Sciences in Marketing Management, ed. Frank M. Bass (New York: Wiley, 1968) pp. 113–51.

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Authors
  1. Michael J. Baker
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Michael J. Baker

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© 1976 Michael J. Baker and Macmillan Publishers Limited

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Baker, M.J. (1976). Communication Theory and Marketing. In: Baker, M.J. (eds) Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-15703-7_5

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