Throughout this adoption process, each stage has one or more preferred channels of communication. Generally, mass media is considered most effective in the first stages, while interpersonal channels are better at later stages (Windahl et al, 1997).

The adoption process as laid out in this format does not necessarily mean that each receiver of information moves through each stage in sequence. Indeed some eventual adopters may only adopt later in the process than others. For example, after an attempt at official dissemination of information occurs, word of mouth may reach later adopters who quickly move to adopt.

Additionally, the choice of channel should be led by information about the audience.

"Many planners have stories about situations where an employer says 'Look we have a problem here. Let's come up with a brochure and send it to all households in the community.' The audience has been defined - prematurely - as 'brochure readers,' making the chances of reaching the relevant audience marginal at best. Obviously, this is beginning communication planning at the wrong end. The 'whom-to-reach' question should precede the 'what-channel' question" (Windahl et al, 1997:169).

Chaffee (1986) points out that later adopters may rely more on interpersonally transmitted information, which could be due to a lack of resources, such as money, education and literacy. These are people who typically do not use the media, the first option of disseminating information for many organisations, so they develop awareness later in the adoption process. It must be noted that interpersonal communication is not necessarily the preferred medium of receiving information for this group, only that structural constraints make this form of information acquisition more practical for this group.

Also, types of media are effective at different stages. For example, television, although useful in creating interest or transmitting emotional content, is not seen to be useful to disseminate facts (Atkin, 1981).

The conventional wisdom is that mass media is generally thought of as being useful for information dissemination and interpersonal communication is best for influencing decision making and behaviour change. Of course this should be tempered by the realities of campaign situations. In other words, if field workers cannot feasibly communicate directly to each member of the target audience, the media that is available must be used in such a manner as to promote decision making (Hornik, 1989).