<P> Traditional media is gradually losing effectiveness . This change is driven by two key factors: audience fragmentation and ability to choose commercial content . Television, radio, magazines, and newspapers are becoming more fragmented and reaching smaller and more selective audiences . The rapid growth of communication due to interactive media, particularly the internet have caused the changes in the use of communication through media, with businesses preferring to use modern media over more traditional media methods . Consumers cannot avoid new and innovative ways of communication . Many marketers believe that traditional methods of advertising have become too expensive and is not cost - effective compared to modern media . Traditional forms of marketing communications such as advertising are one way in nature, whereas new media allows marketers to perform a variety of functions . </P> <P> Communication platforms like Skype, Facebook or other types of media have become extremely important means of communication . Although there are other methods of communications that aren't just related to social media, people can also be hugely influenced by their peers, this process is known as social mediation . Marketing Communication Platforms are a powerful capability for personalizing and expending marketing contents in an automated fashion based on the profile of the recipients . </P> <P> A platform by simplest definition is a raised floor or stage . It functions as a similar principle in marketing communications, providing awareness and information about a specific brand or product . Strategic selection of various communication platforms is known as a media strategy which aims to engage an audience in a meaningful conversation and, as a result, create a lasting relationship . Modern technology has expanded the use of platforms and ways in which consumers and the brand can interact . As a result, the context of platforms and how they are defined has changed . There are various platforms by which communication is transmitted, and these can be categorised as paid, owned, earned and shared, formally named as the integrated communication triangle by Grönroos and Lindberg - Repo . The model acknowledges that communication must be credible and trustworthy to be effective . Studies reveal many consumers look at review forums and ask friends or peers whom they trust for ratings on products before making a purchase decision . Therefore, effective communication relies on an integrated approach of one dimensional and interactive platforms . </P> <P> Explicitly planned market content is communicated through non-personal communication platforms . The brand is in control of the platform, message content, frequency and repetition of the communication message . This is typically accomplished through traditional paid platforms, such as, print, electronic, outdoor and alternative media, that aims to target a mass segment of the target market . </P>

List and briefly describe the three common methods of communication