Media Influences On Marketing Communications

Topics:
Marketing Communications
Tags:
Marketing,
Marketing Communication,
Marketing Research,
Media
Source:
Knowledge@Wharton

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Overview: Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. The term ‘media’ in the realm of marketing communication is defined as any transmission vehicle or device through which marketing communication may occur. The paper examines research and theory related to the characteristics of media and how these characteristics influence responses to marketing communications. The processes by which this influence occurs are also discussed.

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Format: PDF | Size: 260KB | Date: Jan 2003 | Pages: 68

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