Basic Model of Communication

Basic Model of Communication:

After looking at our Marketing Tool box, I felt as though the basic model of communication should be included. The nature of communication is the number one aspect that marketers are trying to pass through different types of media. The function of all elements of the integrated marketing communications program is to communicate. These definitions suggest that for communication to occur there must be some common thinking between two parties and information must be passed from one person to another (or from one group to another).

Source Encoding

The sender, or source, of a communication is the person or organization that has information to share with another person or group of people. The communication process begins when the source selects words, symbols, pictures, and the like, to represent the message that will be delivered to the receiver.This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form.

Message

The encoding process leads to development of a message that contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic.

Channel

The channel is the method by which the communication travels from the source or sender to the receiver. At the broadest level, channels of communication are of two types, personal and nonpersonal.

Receiver/Decoding

The receiver is the person(s) with whom the sender shares thoughts or information. Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer’s message and decode it.

Decoding is the process of transforming the sender’s message back into thought.

Noise

Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise.

Response/Feedback

The receiver’s set of reactions after seeing, hearing, or reading the message is known as a response. Marketers are very interested in feedback, that part of the receiver’s response that is communicated back to the send.