Communications Theory

Paper Summary:

In this paper, the writer discusses the notion that theories or ideas from the communications field can influence marketing theory. The writer makes use of the example of consumer response to the introduction of a different product to the market by the Coca Cola company. The writer discusses product and brand loyalty and their connection to the communications industry. Looking into the theory of communication, the writer argues the role that advertising, public relations and the media play in the success or failure of a product.

From the Paper:

"Professionals in the communications field, particularly public relations professions, were increasingly interesting in learning the skills for some areas traditionally regarded as advertising: media planning and message evaluation, for example. Whether communications theorists want to keep areas of interest separated, it was clear to Miller and Rose that those who worked in the field wanted to combine them, and perhaps needed to combine them in a marketing context in which more people had more access to more forms of information delivered in more formats than ever before. In other words, media and particular the Internet and its increasing sophistication, with streaming video and its inherent interactivity, made it essential for anyone with a message to understand fully how messages could be delivered and how they might be received. The line between advertising and public relations became blurred, or possibly more accurately, subsumed into the major discipline of communications."

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