Choosing Media

Choosing Media

The communicator must now select channels of communication. There are two

personal communication

broad types of communication channel: personal and non­personal. channels

Channels through tehich Wo or more people

• Personal Communication Channels

communicate directly •upith each other,

In personal communication channels, two or more people communicate directly including fact; to face,

with each other. They might communicate face to face, over the telephone, person to audience, over

through the mail or even through an internet 'chat'. Personal communication the telephone, or through

channels are effective because they allow for personal addressing and feedback. the: mail.

Some personal communication channels are controlled directly by the communicator, as in the case of company salespeople who contact buyers in the

word­of­mouth influence target market. Other personal communications about the product may reacli Personal communication

buyers through channels not directly controlled by the company. These might about a product between

include independent experts ­ consumer advocates, consumer buying guides and target buyers and

others ­ making statements to target buyers. Or, they might be neighbours, neighbours, friends,

family members and friends, family members and associates talking to target buyers. This last channel, associates.

known as word­of­mouth influence, has considerable effect in many product areas.

Here, Anglo­Norwegian television presenter, Marietta Frostrup, taken part in VH­1 's launch campaign to promote the nets music channel in Britain.

Steps in Developing Effective Communication • 769

Personal influence carries great weight for products that are expensive, risky or highly visible. For example, buyers of cars and major appliances often go beyond mass­media sources to seek the opinions of knowledgeable people.

Companies can take several steps to put personal communication channels to work for them:

• They can devote extra effort to selling their products to well­known people or companies, which may, in turn, influence others to buy.

• They can create opinion leaders ­ people whose opinions are sought by others ­ by supplying certain people with the product on attractive terms. For example, companies can work through community members, such as local radio personalities and leaders of local organizations.

• They can use influential people in their advertisements or develop advertising that has high "conversation value'.

• Finally, the firm can work to manage word­of­mouth communications by finding out what consumers arc saying to others, by taking appropriate actions to satisfy consumers and correct problems, and by helping consumers seek information about the firm and its products. 7

• Non­Personal Communication Channels

no a­personal

Non­personal communication channels are media that carry messages without communication channels personal contact or feedback. They include major media, atmospheres and

Media dial carry events. Important media consist of print media (newspapers, magazines, direct messages without personal contact or

mail); broadcast media (radio, television); and display media (billboards, signs, feedback, including posters). Atmospheres are designed environments that create or reinforce the

media, atmospheres and buyer's leanings towards buying a product. Thus lawyers' offices and banks are

events. designed to communicate confidence and other factors that might be valued by

their clients. Events are occurrences staged to communicate messages to target media audiences. For example, public relations departments arrange press conferences,

Non­personal grand openings, shows and exhibits, public tours and other events to communi­

communica tions cate with specific audiences.

channels including print Non­personal communication affects buyers directly. In addition, using mass

media (newspapers, media often affects buyers indirectly by causing more personal communication.

magazines, direct mail);

Communications first flow from television, magazines and other mass media to broadcast media (rarliit,

television): and display opinion leaders and then from these opinion leaders to others. Thus opinion

media (billboards, signs, leaders step between the mass media and their audiences and carry messages to

posters). people who are less exposed to media. This suggests that mass communicators

affect attitudes and behaviour through a fico­step flow­of­communication atmospheres process. 8

Designed environments The two­step flow concept challenges the notion that people's buying is

tl'iat create or reinforce affected by a 'trickle­down' of opinions and information from higher social

tlie buyer's leanings classes. Because people mostly interact with others in their own social class, they

towards consumption of pick up their fashion and other ideas from people like themselves, who are

a product. opinion leaders. The two­step flow concept also suggests that mass communi­

cators should aim their messages directly at opinion leaders, letting them carry events the message to others. Pharmaceutical firms direct their new drugs promotions at Occurrences staged to communicate messages

the most influential doctors and medical experts first ­ the 'thought leaders' in the to target audiences; profession; if they are persuaded, their opinions have an impact upon the new

examples are news product's acceptance by others in the field. Thus opinion leaders extend the influ­

conferences and grand ence of the mass media. Or, they may alter the message or not carry the message,

openings. thus acting as gatekeepers.

770 » Chapter 18 Integrated Marketing Communication Strategy