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Marketing means communication and not merely communication, it is something where a marketer tries to communicate with people and this communication means persuading individuals.
We have various theories based on how to persuade individuals, as persuading individuals is not an easy task and needs lots of effort thus William J McGuire proposed a theory by understanding how mass media massage can be used to persuade individuals.
As mass media such as advertising on television, social media, radio, etc can be used to communicate a message to a large number of individuals together.
William J McGuire's Communication model is a matrix of both inputs and outputs. By which one can persuade individuals and make them understand the product and services.
The inputs consist of five factors while output consists of Twelve.
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