Basic Model of Communication

Over the several years, the basic model of communications has evolved that represents the various elements of the communications process.

 

Source: Advertising & Promotion By Belch & Belch

The elements of the model include:

1. Source/Encoding—the sender or source of a communication is the person or organization that has information to share with another person or group.

The receivers’ perception of the source influences the manner in which the communication is received, interpreted and responded to.

    Encoding is the process of putting together thoughts, ideas, and information in a symbolic form to communicate a message.

The sender’s goal is to encode the message in such a manner so as to ensure that it will be understood by the receiver.

Forms of Encoding

• Graphics
  • Pictures
  • Drawings
  • Charts
• Musical
  • Arrangements
  • Instrumentation
  • Voice or chorus
• Verbal
  • Spoken Words
  • Written Words
  • Song Lyrics
• Animation
  • Action/Motion
  • Pace/Speed
  • Shape/Form

2. Message—the encoding process leads to the creation of a message that contains the information or meaning the source or sender hopes to convey.

Messages can take multiple forms and may include symbolic forms or signs. The message must be put into a communicable form that is suitable for the channel of communication being used.

Read: IMC Planning Process

3. Channel—the channel is the method/medium by which the communication travels from source or sender to receiver.

Broadly, channels of communication are of two types:

Personal Channels which involve direct interpersonal contact with target individuals or groups. For example, a salesperson serves as a personal channel of communication when delivering a sales presentation.

It is important to note that word-of-mouth can be a very powerful form of communication and has been used by markets for many years.

Non-personal channels are those which carry a message without involving interpersonal contact between sender and receiver.

These channels are often referred to as the mass media as messages transmitted through them are sent to many individuals at one time.

The two major categories of non-personal channels are print and broadcast media.

5. Receiver/Decoding—the receiver is the person(s) with whom the sender shares thoughts or information.

Receivers are generally viewed as the consumers in the target audience targeted by the firm’s marketing and promotional program.

Decoding is the process of transforming and interpreting the sender’s message back into thought and is heavily influenced by the receiver’s frame of reference or field of experience.

Effective communication is more likely when common ground or shared meaning or understanding exists or has been established between the sender and receiver.

5. Noise—throughout the communications process the message is subject to noise which refers to factors that can distort or interfere with adequate reception or comprehension.

Noise can occur during the encoding, transmission, or decoding of a message. Noise can also occur because of a lack of common ground or understanding between the sender and receiver.

Read: The Promotional Mix

6. Response/Feedback—response refers to the reaction the receiver has after seeing, hearing and/or reading the message.

Feedback is the part of the receiver’s response that is communicated back to the sender and takes a variety of forms.

Feedback provides the sender with a way of monitoring how the message is being decoded and received by the target audience.