This review examines marketing with implications in event planning within the fashion industry. Marketing to a wide variety of social groups via different mediums is vital to the success of an event. The evolution of technology has led to many more avenues through which marketing can occur. Marketing to social groups can be accomplished though the various platforms of social media. The purpose of this review is to explore the marketing elements within the fashion industry. This study also led to the evaluation of the two-step flow theory and the word-of-mouth phenomenon and its impact on mass media and marketing. Fashion as a marketing tool is discussed in terms of its communication aspect. Communication strategies are used to develop
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It focused on the process of decision-making during a Presidential election campaign (Baran, 2011). Their research indicated that the media influence on people’s voting behavior was limited by people who initially consumed media content on topics of particular interest. Media influence passes from the mass media through opinion leaders to opinion followers. Because leaders and followers share common personal and social characteristics, the potential influence of media is limited by their shared assumption, beliefs, and attitudes. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message (Baran, 2011). The two-step flow theory has improved the understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behavior. The two-step flow theory gave way to the multi-step flow theory of mass communication (Baran, 2011). The multi-step flow theory was based on the idea that there are a number of relays in the communication flow from source to audience. Marketing is one of those communication relays. Two-step flow theory in terms of marketing presents a similar communication model. The sender, which is the source of the marketing, chooses a message and channel by which to transmit information to the receiver, which in this case is the audience (Douai, 2011). The feedback within the communication model is both verbal and nonverbal. The outcome of the marketing pitch is a direct correlation of feedback. The message by which the sender chooses, reflects the ideas and vision the marketing team wishes the audience
It focused on the process of decision-making during a Presidential election campaign (Baran, 2011). Their research indicated that the media influence on people’s voting behavior was limited by people who initially consumed media content on topics of particular interest. Media influence passes from the mass media through opinion leaders to opinion followers. Because leaders and followers share common personal and social characteristics, the potential influence of media is limited by their shared assumption, beliefs, and attitudes. The term ‘personal influence’ was coined to refer to the process intervening between the media’s direct message and the audience’s ultimate reaction to that message (Baran, 2011). The two-step flow theory has improved the understanding of how the mass media influence decision making. The theory refined the ability to predict the influence of media messages on audience behavior, and it helped explain why certain media campaigns may have failed to alter audience attitudes and behavior. The two-step flow theory gave way to the multi-step flow theory of mass communication (Baran, 2011). The multi-step flow theory was based on the idea that there are a number of relays in the communication flow from source to audience. Marketing is one of those communication relays. Two-step flow theory in terms of marketing presents a similar communication model. The sender, which is the source of the marketing, chooses a message and channel by which to transmit information to the receiver, which in this case is the audience (Douai, 2011). The feedback within the communication model is both verbal and nonverbal. The outcome of the marketing pitch is a direct correlation of feedback. The message by which the sender chooses, reflects the ideas and vision the marketing team wishes the audience