According to Duncan & Moriarty, marketing communications do not only depend on traditional media but also depend on the factors like product features and service encountered among others. A strong market communication gets established itself but the organization has to work a lot for sustaining market communication aspects among the consumers. As observed by Buttle (1995), consumer activity acts as an important factor in market communication. The activities of the consumers work a lot in the integration of market communication. According to him, consumers’ activities clarify their needs, tastes, and requirements which can act as a base for the transparency in market communication. According to Mick & Buhl (1992), marketing communication gets affected by external factors like environmental, political, social and economic issues.
According to the authors, the personal interests of the consumers, their goals and ambitions and the desires of the consumer influence marketing communication. Lindberg-Repo (2001) defined relationship communication as an important tool for marketing communication. According to the author, relationship communication refers to all the actions that convert the meaning and the message of the organization to the customers in a very convenient way.
The author further identifies that both the parties involved should have clear communication. According to Domzal & Kernan (1992), marketing communication involves factors like expectations and experiences of consumers. The authors clearly mentioned that consumers’ expectations should be never neglected as the experiences and the expectations of the consumers hold an important role in market communication. As mentioned by Vakratsas & Ambler (1999), in earlier times, marketing communication was based on the transformation of message or conveying market information. This signified that marketing communication previously relied on the traditional approach of the sender and the receiver.
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