The Marketing Communications Revolution – A Leviathan Unveiled?

Abstract

Identifies and analyses various mechanisms designed to inform, persuade, remind, and influence consumers in relation to their attitudinal and consumption needs. Technological developments, media and message proliferation and clutter, and increasingly accessible media vehicles on the one hand, coupled with market saturation, shortening product life‐cycles, and marketing warfare on the other, are creating a new and complex situation. Traditional forms of marketing communication are giving way to continuous, multi‐media techniques – possibly a form of modern leviathan. Despite consumers taking avoidance measures, they are inevitably exposed to a high level of promotional communication which can be potentially conceptualized as a form of pollution. This may be highly damaging, contributing to increased social dissatisfaction and a reduction in the quality of consumer decision making.

Citation

Kitchen, P.J. (1994), "The Marketing Communications Revolution – A Leviathan Unveiled?", Marketing Intelligence & Planning, Vol. 12 No. 2, pp. 19-25. https://doi.org/10.1108/02634509410057455