Lesson 3 influences of communication process.pdf

3. Influences of the communication Ruwini Bandara Lecturer (Probationary) Department of Agribusiness process Management Sabaragamuwa University of Sri-...

3. Influences of the communication Ruwini Bandara Lecturer (Probationary) Department of Agribusiness process Management Sabaragamuwa University of Sri- Lanka   Communication occurs only in one direction.  Also does not show how context, personal Why the linear model of experiences impact communication. communication fails?  Fails to accurately represent all forms of communication.  E.g.: Human to human communication  Influences on 1. Media used to convey information the 2. influence of people on the communication communication process process Media used to convey information The influence of people One step model of communication  This model depicts information flowing Two-step flow via media channels to particular types of people (opinion leaders and opinion of formers) to whom other members of the communication audience refer for information and guidance. Cont. Multi-step flow This model proposes that the process of involves interaction among all parties to communicatio the communication process ns Cont. Opinion Leaders Include bloggers. Opinion leaders   Opinion formers are individuals who are able to exert personal influence because of their authority, education or status associated with the object of the communication process.  Provide information and act as expert witnesses EX: Beauticians talking about beauty products Opinion Doctors on toothpaste formers Specialist journalists in motoring and travel  Act as vehicle for reinforcing credibility of products and services  Public relations has major part to play here  Viral marketing also important https://www.slideshare.net/pitty284/viral-marketing-17035917  The vast majority of consumers can be said to Opinion be opinion followers. followers Example   ‘verbal communications (either positive or negative) between groups such as the product provider, independent experts, family, friends and the actual or personal consumer’.  Customers use word-of-mouth recommendations to provide information and to support and reinforce their purchasing decisions. Word of Mouth  Source credibility is very important in this approach.  brand advocates often engage in word-of-mouth communications.  There are three particular groups based on their type of word-of mouth endorsement: promoters, passively satisfied and detractors.   If WoM communication is so important why is it Question? not a core activity within marketing communications for all brands?  Organizations use WoM communication because it is an effective way of delivering messages. It provides a way to cut through the clutter of advertising and media-based messages. However, current and recent practice suggests that two forms of WoM communications are emerging. The original concept is based on the idea that people talk voluntarily and in doing so convey messages about their product, service and associated experiences. Often organizations will target known opinion leaders and provide them with information and materials in the hope they will talk about them to their friends. These conversations can be positive or negative and the control organizations Types of WoM have on these messages is virtually nil. In recent years some organizations have started to use the principles of WoM to stimulate their marketing communications, but without the voluntary element. In other words, certain opinion leaders and formers are being coerced into a simulated WoM communication process. This is achieved by deliberately paying or rewarding ‘talkers’ in advance, in the expectation that they will talk about their positive experience. Here the voluntary element is lost and organizational control re-established, simply through the provision of rewards and payments. Referred to as word-of- mouth advertising, this approach distorts the original meaning of word- of-mouth communication. Case Study