2.1 Macro-model of communication
The macro-model of communication encompasses 10 elements. It describes the movement of an idea (such as a marketing message) from the sender (marketer or a company acting on their behalf), through encoding (content creation), into a message transmitted through a communications channel (media), from where it is then decoded (heard, viewed or (mis)understood) by the receiver (potential customer). It also includes a feedback loop, as determined by the response of the receiver to the message. Noise refers to the disruptions generated from other senders or receivers during the transmission or interpretation processes. Click on each of the elements in Figure 3 to see how they fit into the model.
The macro-model of communications illustrates that communications should be a circular process and not a linear one. In the next activity, you will apply this model to a hypothetical campaign.
Activity 2 communications process model
For a hypothetical communications campaign for Rolex, the Swiss luxury watchmaker, match each element of the communications model in the table below with the appropriate option from the list. You can drag the options from the list and drop them into their respective cells in the second column.
The brand team at Rolex
Sender
Advertising agency working on behalf of Rolex
Encoding
Roger Federer, as brand ambassador, extols the brand identity
Message
TV advertisement
Media
The advert is seen and message interpreted
Decoding
TV audiences
Receiver
Purchase/not purchase, or recommend/not recommend
Response
Competitors (e.g. Omega, TAG, Heuer, Hublot)
Noise
Is it worth the price and service?
Feedback
Connection with audiences attitudes, interests and experiences
Field of experience
Using the following two lists, match each numbered item with the correct letter.
-
The brand team at Rolex
-
Advertising agency working on behalf of Rolex
-
Roger Federer, as brand ambassador, extols the brand identity
-
TV advertisement
-
The advert is seen and message interpreted
-
TV audiences
-
Purchase/not purchase, or recommend/not recommend
-
Competitors (e.g. Omega, TAG, Heuer, Hublot)
-
Is it worth the price and service?
-
Connection with audiences attitudes, interests and experiences
Sender
Encoding
Message
Media
Decoding
Receiver
Response
Noise
Feedback
Field of experience
- 1 =
- 2 =
- 3 =
- 4 =
- 5 =
- 6 =
- 7 =
- 8 =
- 9 =
- 10 =
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