2.1 Macro-model of communication

This figure illustrates various elements in the communications process. The first element in the process is ‘SENDER’ which is located in the top left side of the figure. ‘SENDER’ is connected by a left-to-right arrow to another rectangle labelled as ‘Encoding’. ‘Encoding’ is connected to a larger rectangle that contains two labels which are ‘Message’ and ‘Media’, via a left-to-right arrow. This is then is connected to another rectangle which is labelled as ‘Decoding’, via a left-to-right arrow. ‘Decoding’ is connected to the last rectangle on the top right side of the figure which is labelled ‘RECEIVER’. The process moves in a clockwise direction, connecting ‘RECEIVER’ to another element which is labelled ‘Response’, through an arrow with down-left direction. ‘Response’ is then connected via a right-to-left arrow to another rectangle labelled ‘Feedback’. ‘Feedback’ is connected to the first element of the communications process which was ‘SENDER’, through a left-up arrow, completing the clockwise movement of the process.

Another element in this figure is ‘Noise’ which is located under the larger rectangle (mentioned earlier which contains ‘Message’ and ‘Media’ labels). There are four arrows moving outwards from the four sides of the rectangle labelled ‘Noise’.

The communications process is also divided in two spheres, by two large circles. The first sphere covers the left half of the figure and is labelled ‘Sender’s field of experience’, including elements ‘SENDER’, ‘Encoding’, ‘Message’, ‘Media’, ‘Noise’, and ‘Feedback’. The second sphere covers the right half of the figure and is labelled ‘Receiver’s field of experience’, including elements ‘Message’, ‘Media’, ‘Decoding’, ‘RECEIVER’, ‘Response’, and ‘Noise’. These two spheres or circles have a little bit of overlap on elements including ‘Message’, ‘Media’, and ‘Noise’.

When each of these elements is clicked on, it reveals the following text:

Field of experience

The experience and knowledge that the sender possesses and the attitudes, values, perceptions, and the total life experiences of the receiver. The more the sender's field of experience overlaps that of the receiver, the more effective the message is likely to be. Field of experience, therefore, involves what is mutually understood between the organisation sending the message and the customer receiving it.

Sender

The creator of the message, which is often the advertising agency or the firm's marketing department. Senders must know what audience they want to reach and what responses they want to achieve.

Encoding

The process of transferring the intended message into a symbolic style that can be transmitted. In this process, the idea is converted into a series of message components such as audio-visual components, logos and brand marks, colours and lighting, verbal components, and non-verbal components.

Media

The channel through which the message is transmitted to the target audience (e.g., TV, radio, social media, direct mail, print adverts, etc.).

Message

The material manifestation of what the sender wants to achieve (a colour advert, a direct marketing flyer).

Decoding

The cognitive process of interpreting the symbolic content of the message. The process can be significantly different from person to person, depending on their level of engagement with the message.

Receiver

The individual or consumer of the communications message receiving the message who may or may not be the target audience.

Noise

All the distractions that can interfere with the communication process. Noise can include everything from a poorly conceived message idea to a poor quality medium (such as a billboard blocked by trees or a weak television reception) to competitors' messages (competing for attention) to a distraction whilst the receiver is engaging with the messages (such as a noisy dog or the doorbell ringing).

Feedback

The use of technologies and methods by the sender to monitor the receivers' responses. Feedback is the ultimate measure of the success or failure of the message.

Response

This can be as simple as product purchase, phoning an operator to place an order, returning a survey, or no response at all.