Marketing Communication Theory: What do the Texts Teach Our Students?

Francis A. Buttle*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

36 Citations (Scopus)


This review of 101 marketing communications texts identifies the five ancestral communication theorists whose work is cited most often: Lasswell, Shannon and Weaver; Schramm, Berio and Klapper. Their theoretical contributions are summarized and four common themes identified: their focus on the effects of marketing communication on individual audience members; their focus on the effects of single messages or campaigns; the significance they attach to intentionality; and their emphasis on a co-orientational conceptualization of communication. These four themes are then critiqued by drawing on some recent research findings and theoretical advances.

Original languageEnglish
Pages (from-to)297-313
Number of pages17
JournalInternational Journal of Advertising
Issue number4
Publication statusPublished - 1 Jan 1995
Externally publishedYes


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