Nonpersonal Communication Channels

Nonpersonal communication channels are media that carry messages without personal contact or feedback. They include major media, atmospheres, and events. Major media include print media (newspapers, magazines, direct-mail), broadcast media (radio, television), display media (billboards, signs, posters), and online media (e-mail, company Web sites, online social and sharing networks). Atmospheres are designed environments that create or reinforce the buyer's leanings toward buying a product. Thus, lawyers' offices and banks are designed to communicate confidence and other qualities that might be valued by clients. Events are staged occurrences that communicate messages to target audiences. For example, public relations departments arrange press conferences, grand openings, shows and exhibits, public tours, and other events.

Nonpersonal communication affects buyers directly. In addition, using mass media often affects buyers indirectly by causing more personal communication. Communications first flow from television, magazines, and other mass media to opinion leaders and then from these opinion leaders to others. Thus, opinion leaders step between the mass media and their audiences and carry messages to people who are less exposed to media. This suggests that mass communicators should aim their messages directly at opinion leaders, letting them

Buzz marketing

Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.

Nonpersonal communication channels

Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

Personal Communication Channels

Personal communications channels: BzzAgent's army of 600,000 natural born buzzers creates word-of-mouth chatter for many of the world's best-known brands.

carry the message to others. Interestingly, marketers often use nonpersonal communications channels to replace or stimulate personal communications by embedding consumer endorsements or word-of-mouth testimonials in their ads and other promotions.

Continue reading here: Selecting the Message Source

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Readers' Questions

  • eyob
    Is arthur ford personal or non personal communication?
    8 months ago
  • This is a non-personal communication question. Arthur Ford, known as the father of modern spiritualism, was best known for his role as a spiritual medium. He did not communicate with individuals through personal communication, but rather conducted large public séances in order to communicate with the spirit world.
    • IVO
      Is a commercial a personal channel or non personal channel?
      10 months ago
    • A commercial channel is a non-personal channel, as it is used by businesses to promote products and services.
      • yorda abel
        Which of the following is an example of a nonpersonal communication channel?
        1 year ago
      • A newspaper advertisement is an example of a nonpersonal communication channel.
        • ethan
          How do companies manage non personal communication channels?
          1 year ago
        • Companies manage non-personal communication channels by developing policies, procedures, and protocols. They ensure that employees understand the appropriate use of different communication channels, such as email, instant messaging, and chat channels. Additionally, companies can use analytics tools to monitor usage and activity on these channels to ensure that employees are adhering to established standards. Companies may also use content filters to protect against inappropriate or unauthorized content. Finally, companies should establish clear processes for responding to inquiries and feedback from customers and other stakeholders.
          • Kristian Tuomioja
            How ecommerce sells through nonpersonal communication?
            1 year ago
          • E-commerce can sell through nonpersonal communication by utilizing various digital platforms and tools to reach and engage with potential customers. Here are some common methods:
            1. Websites: E-commerce businesses create user-friendly websites to showcase their products or services. Websites serve as a nonpersonal communication channel where customers can browse, search, and make purchases online.
            2. Social media: E-commerce companies leverage social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to connect with their target audience. By creating engaging content, posting regular updates, and running targeted ads, they can drive traffic to their websites and encourage sales.
            3. Email marketing: E-commerce businesses build email lists and send promotional emails to subscribers. These emails can include exclusive offers, product updates, or personalized recommendations, allowing businesses to reach potential customers directly in their inbox.
            4. Online advertising: E-commerce companies utilize online advertising platforms like Google Ads and social media advertising to reach a larger audience and increase brand visibility. They can target specific demographics, interests, and behaviors to show relevant ads to potential customers who are more likely to convert.
            5. Influencer marketing: E-commerce brands collaborate with influencers or bloggers in their niche to promote their products or services. Influencers, with their established online presence and followers, can effectively endorse and drive sales through their nonpersonal communication channels.
            6. Content marketing: E-commerce businesses create informative and engaging content such as blog posts, videos, podcasts, or infographics. By offering valuable information related to their products or services, they can attract potential customers to their website and eventually convert them into buyers.
            7. Chatbots: E-commerce companies use AI-powered chatbots on their websites or messaging platforms to assist customers with their inquiries, provide product recommendations, and even process orders. Chatbots offer nonpersonal yet personalized communication and can enhance the overall customer experience.
            8. Through these nonpersonal communication channels, e-commerce businesses can effectively reach and engage with potential customers, create brand awareness, and drive sales without relying on face-to-face interactions.
            • petra
              What is the non personal mass communication?
              1 year ago
            • Non-personal mass communication is a form of communication where information is transmitted to a large audience via mass distribution systems such as television, radio, newspaper, magazine, billboards, and the internet.
              • reija salmi
                Do we need nonpersonal channels?
                1 year ago
              • Yes, non-personal channels can be useful in communication as they can provide feedback, allow for collaboration, and reduce the chance of miscommunication. Non-personal channels, such as online forums, emails, and social media, can help a company reach a larger audience and create a sense of community. Furthermore, these channels can help a company to measure and improve its customer service, as well as to gain customer insights.
                • MICAH
                  What is non personal communication of atmospheres?
                  1 year ago
                • Non-personal communication of atmospheres refers to the ways in which people create and convey moods and feelings without having to use words. This can be done through things such as music, lighting, movement and body language, artwork, scents, decorations, and other visual cues. These cues help to create an environment that communicates to people even if they don't realize it. This type of communication helps to create a space that people can enjoy and find inviting.
                  • kimi
                    What does term non personal communication channel mean?
                    1 year ago
                  • Non-personal communication channels are communication methods that do not involve face-to-face interaction between the sender and receiver. Examples of non-personal communication channels include television and radio commercials, print ads, online or direct mail advertising, and social media or websites.