<P> Many - to - many: on the background of highly developed Internet, the many - to - many communication has been growing up such as online chat rooms,' blogging' websites . The many - to - many communication stands for the participants are able to exchange their ideas and experiences . </P> <P> After all, each type of communication applies to different situation and is time - based . The communications have the features of immediacy and longevity . Such as one - to - one is more focus on now but the many - to - may channels tend to less urgency and more reference . </P> <P> One of the primary goals of a marketing communication is to persuade consumers, by either changing their perception of a brand, product or service, or persuading them to purchase (or feel motivated / tempted to purchase) a product or service . The "Elaboration Likelihood Model" is used to demonstrate how persuasion occurs . When a marketing communication message is sent out, first it must be acknowledged and attended by the receiver . By giving their attention to the marketing communication, consumers will begin to process and comprehend the message . There are two routes to persuasion: Central route and peripheral route . Central route processing is used in high - involvement purchase decisions . These are infrequent, high - risk purchases, usually involving large amounts of money and a significant amount of time (for example, purchasing a house or car). Because these purchase decisions are high risk, a large cognitive effort is expended in order to rationally select the most logical and valuable option available . In these marketing messages, information about the product or service itself is most valuable . Peripheral route processing is employed in low involvement purchase decisions . These are frequent, low - risk purchases, generally of a low or medium cost in which choices are made more on affective (or emotion based) values rather than cognitive (or rational) values . Because of this, marketing messages will employ more storytelling and imagery, focusing on how the product or service makes one feel, and the associations it has, rather than the attributes and specifications it possesses . </P> <P> Opinion Leaders: Opinion leaders are consumers who have large influence over the purchasing behaviour of other consumers . These can take the form of peers or celebrities, and often represent a "desired state" in the eye of the influenced consumer . By following the consumption patterns of opinion leaders, consumers aspire to achieve a similar status or lifestyle, and project a similar image . Because of this, opinion leaders are powerful factors in marketing communications . Having opinion leaders endorse a brand can increase brand awareness and sales . Due to this, large companies pay highly influential celebrities to endorse their products . </P>

Explain how an audience can effect your communication