The following are the five major research priorities of the Marketing Science Institute: 1. Cultivating the Customer Asset 2. The Evolving tech of Martech and Advertising 3. The rise of...

Running Head: THE EVOLVING TECH OF MARTECH AND ADVERTISING    1
THE EVOLVING TECH OF MARTECH AND ADVERTISING     2
CHOSEN RESEARCH PRIORITY: 2
THE EVOLVING TECH OF MARTECH AND ADVERTISING
CHOSEN SUB-AREA: 2.1
DEFINING THE COMMUNICATION MESSAGE
Table of Contents
Chosen Research Priority and its Sub-Area    3
Present Condition of Research in This Particular Sub-Area    3
Major Themes Found in These Areas    4
Future Scope of Research    4
Annotated Bibliography    6
Chosen Research Priority and its Sub-Area
Communication is a bloodline of every organization. It is a process of exchanging ideas, thoughts, Emotions, opinion between two or more person. It can be verbal and non-verbal. Choice of communication channel also plays important role in interpreting the message. Disturbance and barriers in communication channel make difficult for receiver to interpret the message sent by the sender (Zhu, Jones & Maglaras, 2017).
Present Condition of Research in This Particular Sub-Area
The society cannot live without communication. It is as vital as breathing for the society. In this modern era efforts of both science and human make communication better among people all around the world. Definition of communication now is more than just words its posture, clothing, facial expression and gesture. The current state in definition of communication took new turn; it is now using digital device and platform to transfer their messages and information.
Communications have now leaning into social media, video, content and mass media (Chen, Zhou & Fortino, 2016). The way of communicating with others changes too, internet make that convenient. However, Artificial Intelligence (AI) came in research of communication, many application like Siri, Alexa, they are aim to enhance the connection between user and artificial person. AI expands future prospects of communication. A computer has great capacity to perform multiple tasks AI is highly innovative, technical and specialized field.
Communication can use this AI technology in reasoning, decision making, improving knowledge and planning in any field. AI have low error rate, it can perform...