Communication Models and Influences

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Questions and Answers

What is a major limitation of the linear model of communication?

It fails to accurately represent all forms of communication, particularly human-to-human interactions.

Describe the two-step flow model of communication.

The two-step flow model involves information flowing through media to opinion leaders, who then influence others in their audience.

What roles do opinion leaders play in the communication process?

Opinion leaders provide guidance and influence others due to their authority, education, or social status.

Explain the meaning of 'opinion formers' in the context of communication.

Opinion formers are individuals who can influence others based on their perceived authority or expertise related to the communication topic. Signup and view all the answers

How do media choices impact the communication process?

The media used can shape the effectiveness and clarity of how information is conveyed and received by the audience. Signup and view all the answers

What does the multi-step flow model of communication propose?

It proposes that communication involves interactive processes among all participants, rather than a simple linear transmission. Signup and view all the answers

Why is the influence of personal experiences significant in communication?

Personal experiences shape how individuals interpret messages and communicate, impacting overall understanding. Signup and view all the answers

What is the importance of context in communication processes?

Context influences the effectiveness of communication by providing background that shapes understanding and interpreting messages. Signup and view all the answers

What is the primary goal of organizations targeting opinion leaders in word-of-mouth marketing?

The primary goal is to encourage opinion leaders to talk positively about the organization to their friends. Signup and view all the answers

How does the control organizations have over word-of-mouth messages differ from traditional word-of-mouth?

Organizations have virtually no control over traditional word-of-mouth messages, while they can exert control in simulated word-of-mouth through rewards. Signup and view all the answers

What is the impact of rewarding opinion leaders on the authenticity of word-of-mouth communication?

Rewarding opinion leaders compromises the authenticity of word-of-mouth, as it shifts the communication from voluntary to coerced. Signup and view all the answers

What distinguishes word-of-mouth advertising from traditional word-of-mouth communication?

Word-of-mouth advertising involves compensating individuals to promote a product, while traditional word-of-mouth is voluntary and unpaid. Signup and view all the answers

In what way do organizations attempt to stimulate marketing communications using word-of-mouth principles?

Organizations stimulate marketing communications by strategically targeting influencers and providing incentives for them to share information. Signup and view all the answers

What are the consequences of coercing opinion leaders into simulated word-of-mouth processes for organizations?

Coercing opinion leaders can lead to a loss of credibility and trust, ultimately affecting the effectiveness of marketing efforts. Signup and view all the answers

How do independent experts enhance the credibility of products and services?

They provide information and act as expert witnesses, offering opinions that reinforce consumer trust. Signup and view all the answers

What is the role of public relations in the context of product credibility?

Public relations helps to manage communication strategies that build and maintain product credibility. Signup and view all the answers

What is the significance of viral marketing in modern marketing strategies?

Viral marketing is essential for spreading product awareness quickly and effectively through social networks. Signup and view all the answers

Why are consumers often considered opinion followers?

The majority are influenced by others' recommendations, leading them to trust and follow established opinions. Signup and view all the answers

How does word-of-mouth communication support consumer purchasing decisions?

Customers rely on recommendations from peers to validate their choices, leading to reinforced purchasing behavior. Signup and view all the answers

What are the three groups based on type of word-of-mouth endorsement?

Promoters, passively satisfied, and detractors are the three groups categorizing consumer feedback. Signup and view all the answers

Why might word-of-mouth communication not be a core marketing activity for all brands?

While effective, organizations may overlook WoM due to a reliance on more traditional media channels. Signup and view all the answers

What distinguishes the original concept of word-of-mouth communication from emerging forms?

The original concept is based on voluntary sharing of experiences, while new forms may involve structured marketing efforts. Signup and view all the answers

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Study Notes

Communication Process Influences

Communication can be unidirectional, failing to account for context and personal experiences.
The linear model of communication is inadequate as it does not encompass all communication forms, especially human interactions.

Media in Communication

The type of media used significantly influences how information is conveyed to the audience.
Various media channels facilitate the distribution of messages to different audiences.

People’s Role in Communication

Influence within the communication process is heavily shaped by people involved, including opinion leaders and followers.

One-Step Communication Model

Depicts information flowing from a source through media to an audience without interaction.

Two-Step Flow Model

Proposes that information travels through media to opinion leaders who then communicate it to others.
Opinion leaders serve as a reference point for the audience seeking guidance and information.

Multi-Step Flow Model

Emphasizes interaction among all parties involved in the communication process.

Opinion Leaders and Opinion Formers

Opinion leaders, such as bloggers and experts, influence consumer decisions through their authority and expertise.
Opinion formers include credible figures (e.g., beauticians, doctors, journalists) who provide information and lend credibility to products and services.
Public relations play a vital role in utilizing opinion leaders to build brand credibility.

Opinion Followers

A significant number of consumers are categorized as opinion followers, relying on information from opinion leaders.

Word of Mouth (WoM) Communication

WoM refers to verbal communications and endorsements among consumers, impacting purchasing decisions.
Source credibility is crucial in WoM as it strengthens the influence of recommendations.
Customers often utilize WoM for information and support, leading to three categories: promoters, passively satisfied, and detractors.

Importance of WoM in Marketing

WoM is an effective method for delivering messages and overcoming advertising clutter.
Traditional WoM occurs voluntarily, while recent practices show organizations targeting opinion leaders to stimulate discussions, often losing the voluntary aspect.
Companies may reward individuals to promote products, creating a form of word-of-mouth advertising that can distort original meanings.

Emerging Trends in WoM

There is a shift toward incentivizing performance in WoM, allowing organizations to regain control over communication, which undermines its authenticity.

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