The behavior of consumers today are not only influenced by income and tastes, but no interference from the role of communications made to attract the attention of the target manufacturer. Communication used in this case is an interactive communication that was developed by Wilbur Schramm. Interactive communication is a two-way communication between the communicator where feedback becomes a very important role in this communication. When associated with consumer behavior, interactive communication is closely related to the use of advertising as a medium channeling messages that are believed to persuade consumers towards a product.
Elements - Elements of a communication consists of:
1. The message source (communicator)
2. Message
3. Media
4. Target recipients of the message (communicant)
5. Feedback (Feed back)
Through advertising, manufacturers attempt describes the benefits of the products they want to offer to consumers. For that ad is created in such a way that it can convey a message relevant to its purpose. In this case, interactive communication plays an important role to steer consumers toward products advertised. Communicator or sender is a key element of the success of a message to be received well by the communicant. To achieve the desired goal then must choose a credible and attractive communicators. Credible and attractive communicators selected with the hope to attract the attention of consumers to choose products that are offered. With so also expected consumer loyalty to products that have been chosen as a sign of the feedback from the communicant.
In order to persuade consumers, communicators must also consider the message to be conveyed. In advertising, the message can be delivered over three terms of audio, visual, and audio visual. Ads such as what is more in demand by consumers can be seen from the daily target itself. Both verbal and visual messages both have their advantages which it would be nice to be combined into one so that the audio-visual messages. The message conveyed in the audio visual is more easily attract attention because it's easier to get the message and more attractive.
Thus, interactive communications can influence consumer behavior in determining the choice of products they want to consume in accordance with the interests of consumers of the message. With a credible and attractive communicator and an interesting audio-visual message into the main key of success of a brand that finally showed the form of consumer behavior.
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