What are the comparative advantages of using one type of connector over another?

What will be an ideal response?

MPR practitioners know that not all connectors are appropriate channels for conveying messages to their intended audiences. The type of connector (media or non-media) that will ultimately influence an audience and help to spread word-of-mouth plays a significant role in the outcome of a campaign. If using media, the type of medium, specific outlet and individual contact can affect the way consumers perceive a message. Audiences react differently to different messages as well as to the channels delivering those messages. Marketers can only determine which medium suits a message best when they know something about the audience being targeted the media they attend to when they encounter messages. People also pay attention to different media types for particular reasons. For example, television and the Internet have an immediacy that newspapers cannot, in general, match. Because audiences are diverse, connector lists need to be equally diverse in order to ensure that there are sufficient media types available to reach target audiences. Research has confirmed that if audiences are exposed to a broader range of connector types, members are more likely to express an interest in purchasing certain categories of consumer products. Of course, there are occasions when the opportunities for word-of-mouth fit into only certain communication platforms. Such visual media as television and the Web are suitable for product demonstrations, for example, while print media are ideal channels for detailed information.