Marketing communication: principles and practice

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in this way – cutting out traditional retail network and record manufacturers, and putting
the artist and fan one step closer together.
There are no competing discount deals among retailers to erode profit margins, and
the product is never out of stock, while promotional expenditure is largely directly
spent on making sales. Fans now know exactly where to find the products and can even
be alerted automatically by e-mail messages when new releases are made. Many
established acts have their own website – many sell their records direct to fans – this
is the first to cut out the middle man. The communication act and exchange are no longer
separated; the interaction is at once an interchange.
(
Source
: Based on Edwards, 2000 and the www.musicmaker.com website)
Table 9.1
Relational dimensions of communication media 
Media
One-to-many
One-to-one
Source
: Based on van Raaij, 1998: 3
Directive
Presentation
•
Mass media advertising
•
Standard catalogue
•
Product demonstration
Narrowcasting
•
Direct mail
•
Selective catalogue
Interactive
Consultation
•
Trade shows
•
CD-ROM
•
List-based e-mail
•
Public relations and
hospitality
•
Website
Conversation
•
Personal selling
•
Telesales
•
Personal e-mail
•
Personalized website
•
Consulting

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Public sender – Public receiver
Private sender – Public receiver
Traditional mass communication 
Advertising; advocacy; image-
processes (allocution)
building activities of public relations