Communication means transferring messages from one to another through any medium. There are various forms of communication like Intrapersonal communication, Interpersonal communication, Group communication and Mass communication. Source: PHOTOMORPHIC PTE.LTD./Adobe Stock Mass communication plays the vital role because it reaches very large number of audience. Basically Mass communication has two forms one is Interpersonal communication| Communication Theory
Russell H. Colley introduced the DAGMAR model in 1961 in a report for the Association of National Advertisers. The Defining Advertising Goals for Measured Advertising Results (DAGMAR) model, a conceptual framework that sets tangible and measurable targets for advertising campaigns to gauge their performance methodically. The model emphasises that the ultimate goal of an advertising| Communication Theory
Media management refers to the strategic planning, organisation, direction, and control of media activities and resources to achieve specific goals| Communication Theory
Cognitive dissonance is a state of non-equilibrium where the behaviors and attitudes are inconsistent with one another. This theory is proposed by Leon Festinger in the 1950s.| Communication Theory
The multi-step flow theory proposes that media messages move through multiple layers of communication rather than directly from the source to the audience.| Communication Theory
Social comparison theory is a concept proposed by social psychologist, Leon Festinger in the year 1954. Festinger states that humans consistently seek out accurate evaluations of themselves.| Communication Theory
The Social cognitive theory developed by Albert Bandura claims that humans acquire beliefs, attitudes, and behaviors by observing environmental events and vicariously learning from them.| Communication Theory
