Mackenzie_Chp.6

Personal vs Nonpersonal Channels

In chapter 6 I read about the difference between personal vs non personal channels. Information received from personal influence channels is generally more persuasive than information received via the mass media. Promotions involving real people communicating with other people is considered personal promotion. While salespeople are a common and well understood type of personal promotion, another type of promotion, called controlled word of mouth promotion ( buzz marketing) is emerging as a form of personal promotion. Unlike salespeople who attempt to obtain an order from customers, controlled word of mouth promotion uses real people to help spread information about a product but is not designed to directly elicit orders. If a customer does not understand something in the initial message the person delivering the message can adjust the promotion to address questions and concerns. Many non-personal forms, such as radio advertisement, are inflexible, at least in short term. They cannot be adjusted for questions that arise when audiences experience the ad.

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http://www.citeman.com/3148-non-personal-communications-channels-2.html