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When choosing media, one should be aware that there are two
broad types of communication channels: non-personal and personal. Non-personal communication channels
are channels that transfer messages
from a business to the public without feedback or personal contact. Examples of
non-personal communication channels would be broadcast media (television and podcasts),
online media (websites and emails), print media (direct mail and newspapers) and
display media (billboards and posters). When there is direct communication with
two or more individuals, that would be acknowledged or known as a form of a personal
communication channel. Personal communication channels allow for communication and
response to occur. Examples may include calls via the telephone, person to
audience, through the mail or face to face. (Kotler and Armstrong, 2006, p. 436-437)

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