Both marketing and marketing communication are changing rapidly.

New tools and methods are coming up and especially due t o changes in technology and the consumers themselves.

Despite all these changes, the fundamental building blocks of effective communication still remain. Marketing communication must then be studied within the context of communication theory. 

The giving of or exchange of information. It is a two-way process that must involve exchange.

Communication occurs when the receiver receives the message as intended by the sender.

Message rejection, misunderstanding, and misinterpretation constitute ineffective communication.

QUESTION: State and elaborate on the two most common communication models.