ADVERTISEMENT & PROMOTION

Advertisement and Promotion in Business

Advertisement and Promotion in Business

The Scope of Marketing Communications

1.1 Communication Theories

Communication is one of the important tools used by the businesses in providing information regarding the products and services to the audiences. It has become an integral part of marketing process by a business in the global world. In order to define the relationship between communication and marketing, Firstly, it is important to define communication theories. Some of the prominent communication theories are briefly described as follows.

Cognitive Dissonance Theory

The cognitive dissonance theory states that the experiences of incompatible actions and belief or dissonance tend to make people averse. The people are motivated highly to avoid such kind of situation. As a result, people tend to avoid the opinions that are opposite to their own beliefs and opinions or views. They also might change their beliefs in order to match them with their actions. They might also seek reassurance after they have made such a difficult decision (Festinger, 2010).

Social environment theory

The social environment theory focuses on the social situation in which the participants communicate with each other. People involved in the communication process play certain roles based upon their participation and role in the communication activity. The theory also stresses the importance of the culture and the rule of the social environment where the communication process takes place. The official rules of the particular environment are also considered during the communication process. It might include whom, when, how and how long the communication process takes place. Although, it takes into account the social environment in which the communication process takes place, but it does not focuses on the response of the audiences (Miles, 1987).

Rhetorical Theory

The rhetorical theory of communication argues that the communication process is not liner but it is a continuously going process and thus referred to as circular. According to the rhetorical theory of communication, the communication process do not simply mean the sending and receiving a message but it needs to emphasize on the production of response. It has been observed that usually in the process of communication; the people involved in the process only consider the appropriateness and accuracy of the communicated message. However, they tend to ignore the third most important variable within an effective communication process which is related to the production of desired response from the audiences. It ensures the success of the communication process and enhances the relationship between the communicator and the listener. The audience does not require a message that is only one way (McCroskey, 1982). They tend to provide a response to such a message. If the response is positive then the communication is considered to be successful. On the other hand, a weak response reflecting inattention of the audiences should be considered as an indicator of ineffective communication. It has also been observed that business communication involves the generation of desired response because the process of communication is circular and it affects the business decision making process (Rogers, ...