engleski

Quantifiying message consistency in integrated marketing communication – cheap talk model application

This paper presents an abstract piece of communication, which can address certain characteristic of the decision-making in the marketing communication process, emphasis on the message consistency. The goal is to quantify the message consistency term and to determine the allowed deviation of the messages within the integrated marketing communication framework using game theory. The implementation of the groups of integrated marketing communication into an existing game theory model, Cheap talk, provides preliminary results in the form of the quantified theoretical model of integrated marketing communication. The results will point out that communication has a low tolerance for the mistakes.

integrated marketing communication ; game theory ; message consistency

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