Media Richness Theory versus Media Synchronization Theory

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Direct Marketing (One-to-one Marketing) > Forum > Media Richness Theory versus Media Synchronization Theory

Media Richness Theory versus Media Synchronization Theory
Omenugha Nelson Obinna, Student (MBA), United Kingdom, Member
Direct Marketing has really come to stay as one of the most utilized forms of marketing. It is traditionally a form of face-to-face marketing which 'has long been known to be the most effective form of communication. It still has its place in non-profit and private business' (D’Ambrosio 2012, p. 1). Basically, direct marketing talks directly to a person and does not speak to a 'nameless' crowd; its message has an identified and a definite personal target for whom the message has been specifically framed. Direct Marketing has been interrogated from different perspectives by scholars and industry players.
  1. MEDIA RICHNESS THEORY: From the point of view of Media richness theory, face-to-face marketing is the richest communication medium because of the ability to generate immediacy, convey several cues, apply language variation and personal focus of the medium. Next in order of richness are video communication and telephone. The poorest media according to this theory are mass e-m (...) Read more? Sign up for free
 

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