Theories of communication in Marketing Communication

The following discussion agenda is on Theories of Communication in Marketing Communications:

1. The main theories of communications
• Definition of communication
• Model of the communication process
• Reduncancy in communication
• The hierarchy of communication effects
• Catetories of signs: icon, index and symbol
• How attitudes are formed
• Information process models:
• The AILA model: attention, interpretation, learning and attitudes
• Capacity model of attention
2. Perception and cognitive dissonance effects on communication
3. Modelling consumer behaviour and motivation theories
• The AIDA model
• The Howard-Sheth model
• VALS structure
4. Distortation, disruption, confusion, agreement/ disagreement, and understanding/ misunderstanding in marketing communications

Reference
Blythe, J. (2006) "Chapter 1: Theories of Communication" Essentials of Marketing Communications, FT Prentice Hall.