Four Cs framework
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Four Cs framework (4Cs framework) is a tool that depicts the key characteristics and the relative effectiveness of the primary communication tools across a number of different characteristics. These are the ability of each to communicate, the credibility they bestow on messages, the costs involved and the control that each tool can maintain.
Definitions
According to the Marketing Communications by Fill (5th edition),
- Four Cs framework (4Cs framework). A tool that depicts the key characteristics and the relative effectiveness of the primary communication tools across a number of different characteristics. These are the ability of each to communicate, the credibility they bestow on messages, the costs involved and the control that each tool can maintain.
