TY  - JOUR
AB  - 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.
VL  - 12
IS  - 2
SN  - 0263-4503
DO  - 10.1108/02634509410057455
UR  - https://doi.org/10.1108/02634509410057455
AU  - Kitchen Philip J.
PY  - 1994
Y1  - 1994/01/01
TI  - The Marketing Communications Revolution – A Leviathan Unveiled?
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 19
EP  - 25
Y2  - 2024/04/25
ER  -