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The approach to Communication for Development (C4D) has evolved over the years. Initially developed after World War II as a tool for diffusion of ideas, communication initiatives primarily involved a one-way transmission of information from the sender to the receiver.
The development of postmodern marketing is built on the foundations of modern marketing (with analysis, planning, implementation and control deeply rooted in its process). [2] Postmodern marketing however, acts more of a collection of approaches in the need to stay nimble, reactive and able to engage and shift with consumers from a non ...
This is an example of "Integrated Marketing Communications", in which multiple marketing channels are simultaneously utilized to increase the strength and reach of the marketing message. Like television, radio marketing benefits from the ability to select specific time slots and programs (in this case in the form of radio stations and segments ...
Most thinking around the postmodern communication and marketing model is driven from an early 1990s scholastic journal article created by Stephen Brown and posted to the England Journal of Marketing. [4] In it Brown writes, one who approaches marketing from postmodern style should in many ways reject attempts to impost order and working in silos.
One of the first examples of development communication was Farm Radio Forums in Canada. From 1941 to 1965 farmers met weekly to listen to radio programs, supplemented by printed materials and prepared questions to encourage discussion. At first, this was a response to the Great Depression and the need for increased food production in World War ...
The AIDA marketing model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive ...
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
Selected marketing scholars have defined advertising in the following terms: "any non-personal communication that is paid for by an identified sponsor, and involves either mass communication viz newspapers, magazines, radio, television, and other media (e.g., billboards, bus stop signage) or direct to-consumer communication via direct mail".