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Fundamentals Of Communication In Marketing
3) EVALUATION: the person tries to judge the utility in terms of his present and anticipated
future situation, if he believes the advantages surpasses the disadvantages; a decision is made
to try the innovation. Person-to-person communication is most effective in influencing
evaluation of the innovation at this stage. To reduce risk, the person may seek information
from peers, neighbours, and friends personal selling is very effective in this situation because
it provides the much needed reinforcement at the evaluation stage.
4) TRIAL: the person uses the innovation on a small scale, to determine its suitability for his
own situation and to reduce perceived risk. If innovation proves to have utility to the user,
he will consider possible complete adoption. At this stage, neighbours, friends, dealers and
salesmen are very important influences.
5) ADOPTION: the person makes the decision to continue full use of the innovation, since
he has experienced a favourable situation during the trial stage.MARKETING COMMUNICATION MIX
There are four major components of marketing communication mix:
1) ADVERTISING: any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor.
2) SALES PROMOTION: short-term incentives to encourage purchase or sale of a product
or service.
3) PUBLICITY: non-personal stimulation of demand for a product, service, or business unit
by planning commercially significant news about it in a published medium or obtaining
favourable presentation of it on radio, television or stage that is not paid for by the sponsor.
4) PERSONAL SELLING: oral presentation in a conversation with one or more prospective
purchasers for the purpose of making sales.DYADIC COMMUNICATION
Communication involves at least two parties one source and receiver that is a DYAD. A dyad consists
of two persons interacting face-to-face as one unit, both participants in a dyad act alternately as senders
and receivers – encoding and decoding message from each other. Feedback from one, is a message for
the other.
Dyadic behaviour is social behaviour, each person in a dyadic situation influences the other’s behaviour.
There are two main types of dyadic communication:
1) WORD-OF-MOUTH COMMUNICATION: in a non-commercial situation.
2) PERSONAL SELLING