The communicator must choose efficient channel to communicate the sales messages. Two broad types of channels namely personal and non-personal are discussed here.
Personal channel is involving two or more communicating directly with each other. They might communicate face to face, person to audience, over the telephone or through mails. Personal communication channels derive their effectiveness through the opportunities for individualizing the presentation and feedback. It can further be classified as advocate channels, expert channels and social channels.
Advocate channels consists of company sales person contacting buyers in the target market.
Expert channels consists of independent experts making statements to target buyers.
Social channels consists of neighbours, friends, family members and associates talking to target buyers.
Non personal communication channels carry messages without personal contact or interaction. They include media, atmosphere and events.
Media is both print (news paper, magazine etc.) and electronic media (audio tape, video tape, CD, ROM etc). Most non personal messages go through paid media.
Atmospheres are packaged environments that create or reinforce the buyer’s leanings towards product purchase. Offices, show rooms are decorated with chandeliers, marble columns and other tangible luxury accessories.
Events are occurrences designed to communicate particular messages to target audience.
Participants