What is the difference between and marketing significance of

What is the difference between and marketing significance of a “passive receiver” for conventional media and an ‘”active receiver” for social media? How do these two types of receivers affect pricing and market segmentation? Explain in depth. (minimum 300 words)

Solution

Passive receiver in advertising means one way communication and active receiver mean two way communications.

There are many communication means through which companies advertise. The sources like TV channels, Radio, Magazines, news papers etc have one way communication. The company communicates to the customers and in return customers cannot communicate to the company. It is just delivery of the messages by the company. It is called passive receiver. The communication gets closed the moment the delivery of the message is done by these communication channels.

On social media there is an active receiver. Once the company communicated with the public at large, they can also talk with the companies. This is called active receiving. The channel communication is opened and not closed the moment the message is delivered. The message does not end.

Users can also communicate first about their queries, problems, user experience, compliments to the company. So there is a two way communication.

These types of receivers are generally brand loyal. They prefer the brand over the competitors this is why if the price is increased little bit then the product demand is not decreased. The companies can easily tack their followers on social media page and can estimate that they have large no of followers and brand loyalty and increasing the price will not affect much on the demand. Hence the price may get increased.