Shannon-Weaver Model Advertisers Have Too

Shannon-Weaver Model

Advertisers have too much power to influence the content

With the development of technology and equipment and the access that media has to these peripherals is playing a very strong part in the promotional tactics that are being employed to influence the flow or inclination of the overall market.

The advertisers use enticements with slogans like "Buy Two and Get One Free" or "Win Tickets for Two" inviting and encouraging the purchase of certain items that would not necessarily attract every customer but the additional offerings might. This is called relational marketing, where the advertiser creates an association between two products for the sales of either one or both. Similarly, some of the articles or prefaces in a magazine target certain audiences or groups in a nation and entice them into the purchase of certain commodities that they wouldn't normally have bought. Similarly those consumers that need to be avoided for the sales of a certain product are easily avoided with the tactics of advertising and marketing utilized.

Advertisers do not have much power to influence the content

To say that the advertisers have the power and the influence to use the marketing tactics to influence the flow of market would be untrue. Because if it was true then all the researches, studies and surveys done in the department of financing would or should be rendered useless and be discarded to the extent of being completely banished from the marketing models. But, this won't be done because of the simple fact that it is these surveys that play a huge part in the application of a marketing tactic and the market flow in an economy. Supporting this fact is the reality that there never has been - nor is even now -- any confirm proof that the marketing strategies employed by the marketers today have any significant influence on the behavior and preference of the consumer; with the advent and progress of consumer awareness also shows that the consumer market is intelligent and the has enough common sense to realize that the marketers and advertisers are using marketing strategies and incentives for the increase in sales of a particular product and are not necessarily influenced if they do not choose to be.