Basic Communications Model and Two Step Communications Model - Research Paper Example

Basic Communications model and Two step Communications modelTable of ContentsTwo Step Communications Model 2Difference between the two models 4References 5Basic Communication Model Basic Communication Model refers to the communication process between at least two people that starts when one person initiates communication with the other. Communication begins as mental images in the mind of a person who looks to convey the ideas in the form of a message to the other people. The person who looks to communicate is called the sender and the person who would receive the message is known as the receiver.

In order to transfer an image to the other person the sender must first translate the images in to certain symbols that the receivers can actually understand (Gabriel, and Lang, 1995, p. 229). These symbols are most of the times words; however they could be images, sounds or other sense of information also. The process of transferring the images into symbols is known as the encoding. Once the message has been encoded, the next phase of communication is to transmit the message to the receiver.

This phase can be done in various ways such as face to face, written, printed mediums or even through audio visual mediums. When the message is received by the person known as the receiver a decoding process starts. Just like the sender who has to encode the message to initiate the transmission, the receiver also has to interpret the messages and then decode the information sent by the receiver in the form of images, thoughts to emotions that could be understood. In this way the communication process successfully gets completed (Riezebos, 2003, p. 323).Figure 1: Basic Communication ModelIn the world of marketing and communication the marketers develop promotional material in the form of the promotional mix that includes advertising, sales promotion, public relations and personal selling.

Through these elements the messages are conveyed to the marketers through different mediums of communication such as the verbal, printed (newspapers, journals, magazines), audio visual medium (TV, Radio) to the customers Prentice Hall (Keller, 2012, p.399).Two Step Communications ModelThe tow step communication model also known as the multistep communication model which was developed based on the studies conducted during the 1940s. These studies stated that the media are actually indirectly developed through the personal influence of the opinion leaders.

The two step communication contains the concept of the opinion leaders and the opinion formers. The two step communication model assumes that the ideas flow from mass media to the opinion leaders and from there the message reaches a wider population. This was first introduced by the sociologist Paul Lazarsfeld in the year 1944 and it was later elaborated by Eilhu Katz and Lazarsfield in the year 1955 through various subsequent publications. Figure 2: Two-step Communication ModelThe opinion formers are the people that have authority and influence over the lives of the people.

The opinion formers could be broadcasters, journalists, scientists, politicians to any other people who have been able to develop a certain image of trust and credibility. One example of the opinion formers could be the various shows carried out by the news channels regarding the gadgets or food or restaurants. One prime example of this could be the BBC’s food programme. The advertorials (advertisements designed to look like magazines and newspapers) also seek to take advantage of such phenomenon.

In this cases the paid form of the advertisements are made to look like the editorial copies ensure a lot more influence on the customers. The opinion leaders are also influencers. The opinion leaders may not be actual formal experts. The opinion leaders may not provide advice to the customers; but still the customers more likely to follow the opinion leaders as the opinion leaders most of the times belong to the higher social status. An example of this could be celebrities like David Beckham who was not only a great soccer player, but still is a fashion icon (Egan, 2007, p.39). The opinion leaders would frequently take risks and would be among the people who are known as the first adopters.

These people are usually young and outgoing; they love to visit new exotic places and but new items. The rest of the society may not want to follow the footsteps of the first adopters. On the other hand, the opinion formers and the opinion leaders collectively are known as the connectors. These people usually carry the message forward to the customers. The connectors are also known as the carriers, evangelists and trendsetters. Difference between the two modelsThe major difference between the two models is the fact that the two step model considers the inclusion of the opinion leaders and opinion formers which actually makes the model a lot complete from the perspective of the modern day marketing.

ReferencesEgan, J. (2007). Marketing Communications. UK: Cengage Learning.Gabriel, Y. and Lang, T. 1995. The Unmanageable Consumer. London: Sage. Keller, K. 2012, Strategic Brand Management, Global Edition 4E. Londoon: Pearson Education.Riezebos, R. 2003. Brand Management: A Theoretical and Practical Approach. Harlow: Prentice Hall.