This activity is important because the channel through which the encoded message is sent by the advertiser, or sender, to the audience, or receiver to be decoded is critical in the delivery of the message. Traditional advertising relies on nonpersonal channels such as print, broadcast, or transit media, among others.

The goal of this activity is to explain that, historically, word-of-mouth (W-of-M) communications have always been a powerful source of communication both positively and negatively. These personal channels, direct exchanges between individuals, have become an even more substantial force in the communication process with the advent of the Internet. The social exchanges have been multiplied through social media and managing that W-of-M medium has become a very critical to a marketing managers success.

Select the most appropriate description for each of these elements of the channels of communication below.

A. Consumer-generated personal communication that is usually organized and instigated by the brand, company, or organization.

(Click to select) Mass media Personal channels of communication Seeding Buzz Marketing Viral Marketing

B. Originating from the brand or firm, a communication that employs the online communities and social networks that exist on media such as Facebook, Twitter, or Snapchat.

(Click to select) Mass media Personal channels of communication Seeding Buzz Marketing Viral Marketing

C. Nonpersonal form of communication that reaches many members of the audience.

(Click to select) Mass media Personal channels of communication Seeding Buzz Marketing Viral Marketing

D. Direct exchanges between individuals, including salespeople and consumers or consumer to consumer.

(Click to select) Mass media Personal channels of communication Seeding Buzz Marketing Viral Marketing

E. The marketing manager actively identifying the key first consumers to whom to direct the initial messages to be personally communicated by them further to their social networks.

(Click to select) Mass media Personal channels of communication Seeding Buzz Marketing Viral Marketing

Question 2

Rank the options below. Receiver or audience of the message Channel/tool used to communicate Rank the options below. Receiver or audience of the message Channel/tool used to communicate