Critically evaluate the aspects of the Katz and lazarsfeld two step flow communication model Remember that organisations have many differing stakeholders to whom they must speak at varying times? It is very important to understand that when we talk about communication, we are not only talking about those that exist between a company and its customer or end-user, but ALL communications between a company and its stakeholder groups. _The Promotional or Communications Mix The elements of the DRIP acronym are at the heart of these marketing communications activities In earlier lessons we discussed the exchange process and how marketing is used to support this notional exchange of value, these elements will attempt to communicate those elements of value. EXAM TIP – Be prepared to critically models of marketing communication The traditional model of communication was Shannon and weavers Linear model of communication which was originally proposed to help us to explain the communication process. Although this is a good description of the traditional broadcast method of communication it lacks certain aspects. Consumers will look to other sources of info, talk to one another (WOM), be influenced by opinion leaders and formers etc. Source / Sender = host organisation / origin of message Encoding = the images / symbols / words selected to convey the communication Message = the strapline and copy, e.g what is actually said Decoding = the unpacking / understanding of the message components Receiver = target consumer Feedback = consumer response e.g. purchase of product / service Noise = other messages in marketplace that may distort or prevent message being heard, being heard as intended and therefore being acted upon by target receiver The message is only one of many which the intended receiver will be required to deal with. They may only glance over a newspaper advertisement for instance, in amongst other advertisements all jostling for space trying to grab the attention of the receiver creating ‘noise’. Daily life is happening all around us and this surrounding noise means that few people have the opportunity to completely focus upon and advertisement. The decoding process may well be partial or incomplete and confused. Any preconceptions that the individual holds about the sender organisation may well fill in the blanks. People are no longer passive recipients Influence comes from many sources MULTI STEP FLOW COMM.: As such organisations will use opinion leaders/formers as a part of a communications campaign…but so will consumers – and this may not be to the organisations benefit! Opinion Formers – “People with influence or authority over lives, for example journalists, broadcasters, analysts, politicians, scientists or anyone with some real or imagined status who can be trusted (rightly or wrongly) to impart good advice. Opinion leaders – are also influencers but may not be formal experts. They do no necessarily provide advice but consumers are prone to follow them. They are often, but not always, from a higher social status than their immediate contemporaries and frequently more gregarious. Their opinion is regularly sought on one or more different subjects and they may be asked to endorse many different products. In the world of clothing they are often called fashion icons, examples of which include celebrities such as David Becham or Madonna”. (Source-“Opinion Leaders and Opinion Formers defined by John Egan, 2007) Opinion leaders may also be from our own peer group. Individuals with a degree of expertise in a specific area, technology, is something I regularly ask for advice from a friend who is obsessed Organizations need to be careful when selecting or working with opinion leaders, why might this be? Think about how Kerry Katona’s personal life sits with the message appeals and brand values that Iceland are trying to communicate. “Understanding how buyers use and process information is vital if effective communications are to be developed. The way in which buyers view their world and through that picture learn, develop attitudes and respond to marketing communication stimuli is a foundation for a range of promotion-related activities”.
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