Tuesday February 11, 2020 ADM3326 – Chapter 4 Reading Notes Chapter 4 – Communication Response Models Communication – the passing of information, the exchange of ideas, or the process of establishing a commonness or oneness of thought between a sender and a receiver. Source/Encoding Source – The person or organization that has information to share with another person or group of people. Example Sources: - Individual (Salesperson, celebrity) - Non-person entity (brand or organization) Encoding – Involves putting thoughts, ideas, or information into a form that provides a meaningful message. Message Message – Contains the information or meaning the source intends to convey (could be verbal or non-verbal, oral or written or symbolic). Message Content – The information and/or meaning contained in the message
Tuesday February 11, 2020 Message structure/design – The way the message is constructed to deliver the information or intended meaning. Channel Channel – How the communication travels from the source or sender to the receiver. Two Types: 1. Nonpersonal 2. personal 1. Nonpersonal Channels - Methods of communication that carry a message without interpersonal contact between the sender and receiver. - Generally referred to as the mass media/communication. 2. Personal Channels - Direct interpersonal (face-to-face) contact with target individuals or groups. - Examples include salespeople, and Word-of-mouth (WOM) communication. Receiver/Decoding Receiver – The person(s) with whom the sender shares thoughts or information. Decoding – The process of transforming the sender’s message back into thought Field of Experience – The experiences, perceptions, attitudes, and values the receiver brings to the communication situation. This can heavily influence the decoding process.
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