The Persuasion Matrix The persuasion matrix helps marketers to see how each controllable element of the communication process interacts ...

Chapter 5: The Communication Process Communication has been variously defined as the passing of information, the exchange of ideas, o...

Message factors : Conclusion Drawing - Implicit vs. Explicit Message Sidedness - One Sided vs. Two Sided Refutation - Ve...

Source Source means the person involved in communicating a marketing message, either directly or indirectly. A direct source is a spoke...

As marketers spend their communications dollars in numerous media, the need to determine the effectiveness of these expenditures becomes in...