ASSIGNMENT

on
Communication Model

Submitted to : Submitted by :
Md. Wahiduzzaman – (WZ) Shantanu Das
Faculty, School of Business BBA, 29th Batch (MKT)
Course: Consumer Behavior [BBA-4135] ID: 200712883
AUB, Dhanmondi Campus AUB, Dhanmondi Campus
Dhaka, Bangladesh. Dhaka, Bangladesh.

Date of Submission: 20-July-2010.

 This page is intentionally left blank...

Copyright  2010, Shantanu Das. All rights reserved. Page 2 of 8

Comprehensive Communication Model:

Commercial Individuals
Not-for-Profit Target Audience
Individual Intermediary Audience
Formal vs. Informal Unintended Audience

Symbols Mediated by:

Pictures Involvement
Words Selective Mood
Images Exposure Experience
Personal Characteristics

Verbal vs. Nonverbal Paid vs. Unpaid

1-sided vs. 2-sided Print, Broadcast, Electronic
Factual vs. Emotional Personal vs. Impersonal

Encodes Decodes Responds YES

SENDER MESSAGE CHANNEL RECEIVER Appropriately
?

NO

Miscomprehends YES
?

Pretests to Ensure Message Will Be Received

Posttests to Ensure Message Was Received NO

Feedback

Figure 1.1: Comprehensive Communication Model

Consumer-to-Consumer (C2C) Marketing:

Consumer-to-Consumer Marketing is basically an electronic commerce system, which involves
the electronically-facilitated transactions between consumers through some third party. A common
example is the online auction, in which a consumer posts an item for sale and other consumers bid
to purchase it; the third party generally charges a flat fee or commission. The sites are only
intermediaries, just there to match consumers. They do not have to check quality of the products
being offered.

There are several examples which can be mentioned here as the milestone or even pioneer of this
C2C Marketing concept. Such includes:

 eBay
 Amazon.com
 Yahoo!
 ClickBD.com etc.
Copyright  2010, Shantanu Das. All rights reserved. Page 3 of 8
Online Auction business model:
The online auction business model is one in which participants bid for products and services over the
Internet. The functionality of buying and selling in an auction format is made possible through
auction software which regulates the various processes involved.

Several types of online auctions are possible. In an English auction the initial price starts low and is
bid up by successive bidders. In a Dutch auction, multiple identical items are offered in one auction,
with all winning bidders paying the same price -- the highest price at which all items will be sold
(treasury bills, for example, are auctioned this way). Currently almost all online auctions use the
English auction method.

Strengths of the business model:

The strategic advantages of this business model include:

1. No time constraints. Bids can be placed at any time (24/7). Items are listed for a number of
days (usually between 1 and 10, at the discretion of the seller); giving purchasers time to
search, decide, and bid. This convenience increases the number of bidders.

2. No geographical constraints. Sellers and bidders can participate from anywhere that has
internet access. This makes them more accessible and reduces the cost of "attending" an
auction. This increases the number of listed items (i.e.: number of sellers) and the number of
bids for each item (e.g.: number of bidders). The items do not need to be shipped to a central
location, reducing costs, and reducing the seller's minimum acceptable price.
3. Intensity of social interactions. The social interactions involved in the bidding process are
very similar to gambling. The bidders wait in anticipation hoping they will "win." Much like
gambling addiction, some bidders may bid primarily to "play the game" rather than to obtain
products or services. This creates a highly loyal customer segment. This can also skew the
prices of items/services/goods in the auction.

4. Large number of bidders. Because of the potential for a relatively low price, the broad scope
of products and services available, the ease of access, and the social benefits of the auction
process, there are a large numbers of bidders.

5. Large number of sellers. Because of the large number of bidders, the potential for a
relatively high price, reduced selling costs, and ease of access, there are a large number of
sellers.

6. Network economies. The large number of bidders will encourage more sellers, which, in
turn, will encourage more bidders, which will encourage more sellers, etc., in a virtuous circle.
The more the circle operates, the larger the system becomes, and the more valuable the
business model becomes for all participants.

7. Captures consumers' surplus. Auctions are a form of first degree price discrimination. As
such, they attempt to convert part of the consumers' surplus (defined as the area above the
market price line but below the firm's demand curve) into producers' surplus.

C2C Marketing scenario in Bangladesh – ClickBD.com:

ClickBD.com started its operations in April 14, 2005. ClickBD is Bangladesh's online marketplace
where anyone can sell or buy almost anything. ClickBD has strong and growing community users
who trade in a wide range of item categories including Electronics, Cameras, Phones, Computers,
CDs, Mobiles, Fashion Accessories, Music, and Travel through a world-class technology
infrastructure.
Copyright  2010, Shantanu Das. All rights reserved. Page 4 of 8
Effects of Comprehensive Communication Model on C2C Marketing:
Unlike the other models [like: Business-to-Business (B2B), Business-to-Consumer (B2C),
Consumer-to-Business (C2B) etc.], this typical type of communication model is fully influenced by
the Comprehensive Communication Model. Here, each and every steps/point from the
Comprehensive Communication model is visible on C2C Marketing which is a very positive sign for
both of the consumer sides.

If I go for a real-life example, eBay should be the best one. eBay is an on-line auction and shopping
website in which people and businesses buy and sell a broad variety of goods and services
worldwide. Founded in 1995, eBay is one of the notable success stories of the Internet history; it is
now a multi-billion dollar business with operations localized in over thirty countries.

With more than 90 million active users globally, eBay is the world's largest online marketplace,
where practically anyone can buy and sell practically anything. Founded in 1995, eBay connects a
diverse and passionate community of individual buyers and sellers, as well as small businesses.
Their collective impact on e-commerce is staggering: In 2009, the total worth of goods sold on eBay
was $60 billion -- $2,000 every second

Figure 1.2: eBay’s Official Website on July 20th, 2010 (Screenshot of Homepage)

Copyright  2010, Shantanu Das. All rights reserved. Page 5 of 8

Persuasive Communication:
The persuasion model focuses on advocacy. The purpose of the message sender is to create, modify
or reinforce attitudes and behaviors, and the role of the audience is to evaluate the message and
then to accept or reject it. In applied situations, the persuasion model is associated with advertising
and public relations.

Figure 2.1: Integrated Model of Persuasive Communication

Persuasion Model of Communication on my point of view:

Persuasion has been variously defined as communication with a specific purpose and perspective.

• Persuasion is a process of verbal and nonverbal communication that consciously attempts to

influence people in their attitudes, opinions and behaviors, using ethical means that enhance an
open society and an atmosphere of free choice.

• Persuasion is intentional communication that seeks to influence people on the basis of both
emotional presentations and rational arguments without the use of coercion, manipulation or
propaganda.

• The tools of persuasion are signs and symbols, specifically the words of verbal communication as
well as the symbols, images and other elements of nonverbal communication.

The contemporary understanding of persuasion is closely linked with social psychology, which
houses the study of attitudes and attitudinal change. One important observation from this field is
that people cannot be forcibly persuaded; rather, they persuade themselves. So-called persuasive
messages primarily are stimuli – logical arguments as well as emotional ambiance, which touches
upon people’s desires and leads them to accept or reject the message. When they accept the
message, we say they have been persuaded.

The tradition of rhetoric has been strong in Islamic history. The development of “Ilmul Kalam”
(Knowledge of Theological Discourse) and “Ilmul Bayan” (Knowledge of elocution) has significantly
contributed to the Islamic style of communication. The golden period of Islamic civilization under the
dynasties of Ummayads and Abbasids in the Arabian Peninsula and the Moors in Spain saw great
advancement in rhetoric due to debates among scholars of competitive schools of thought. Likewise,
the Ottomans in West Asia, Mughals in South Asia, Safvids in Persia and Sufis in Southeast Asia
have left a treasure of rhetoric literature and tradition.

Copyright  2010, Shantanu Das. All rights reserved. Page 6 of 8

My goal is to offer a persuasive communication model that addresses the critical issues raised by
both pragmatics and social psychologists. I believe that a relevant theoretic approach to persuasion
can help. More importantly, with its root firmly in a cognitive framework, relevance theory is the
right framework for an integrated cognitive model of communication that bridges the gap between
pragmatics and social psychology.

The persuasion knowledge model also makes an important contribution to the single model of
persuasion I am proposing.

Figure 2.1 and 2.2 summarize the overall model in flowchart format. Figure 2.1 shows the steps
taken by the agent intending to produce a persuasive attempt and captures the two forms of
communication available to him. Figure 2.2 shows the different paths that can be followed by the
hearer/target exposed to a persuasive stimulus: from the assessment of communicator’s intension.
To the identification of persuasive intension, the use of persuasion knowledge to select a processing
route, to the processing of the stimulus and through the eventual persuasive effects. The sequential
graphical format can obviously not be taken to reflect similar sequencing in the cognitive processes.

Figure 2.2: Integrated Model of Persuasive Communication Recovery

Copyright  2010, Shantanu Das. All rights reserved. Page 7 of 8

  The End 

Copyright  2010, Shantanu Das. All rights reserved. Page 8 of 8