Linear Communication Model (Transmission Model)

The linear model is believed to be the basic model of the mass communication process presenting the measurable variables of any communication process and can be applied to almost every type of communication (Reynolds, 1997). After all, marketing is a communication activity that involves being aware of the communication process, marketers are able to solve marketing problems and obtain higher levels of knowledge in their organisations and their activities (Coulson-Thomas, 1983). The process of general communication provides a closer idea about marketing communication functions (Yeshin, 1998). The linear model is illustrated in figure (3.5).

Figure 3.1 The Linear Model of Communication

Source: adapted from (Schiffman and Kanuk, 1994).

3.1.1 The Source/Encoding

The source is the initiator of the communication process as stated by Schiffman and Kanuk (1994). It begins when the source selects symbols and arranges them to be transmitted through various channels, such as face-to-face and mass media (Engel, Warshow and Kinnear, 1994). Related to this issue, Yeshin (1998) mentions that when a need to transmit a message arises, an individual or a group, usually known as the sender, chooses the suitable method to represent the message in order to pass it on. Regarding to message marketing, message transmission needs a full understanding of the targeted audience which is vital to the organization; this can be achieved by the market research that can provide a closer look at the targeted audience. Consumers respond in different ways to the same message when it is transmitted by different sources (Mowen, 1993; Hawkins, Best and Coney, 2001; Fill, 2009; Adombent and Godemann 2011).

3.1.2 The Channel

The channel is the means by which the message is transmitted from the source to the receiver (Fill, 2002). After the message is encoded, it is transmitted in an oral, written, verbal or non-verbal, symbolic or sign forms. The selected form depends on the sender, the receiver and the massage itself (Fill, 2002). Earlier, Guirdham (1999) explains that verbal

Source Message Channel Receiver

Feedback

communication methods are excellent for sending information and intentions. For instance, language is an excellent way to communicate when individuals need to make an inquiry, make a promise or give an order…etc., this is because it is explicit, while the non-verbal communications are better in revealing feelings and attitudes and can be used to organise and control the communication of specific messages. Additionally, communication channels can be commercial like television, radio, newspapers, posters, letters, mail, phone calls or Internet communications (Yeshin, 1998; Fill, 2002; Adombent and Godemann 2011).

3.1.3 The Decoding/Receiver

The receiver is the person or the group of people whom the sent message is broadcasted to and aimed at. According to Fill (2002; 2009), decoding is the process where messages are transformed into thoughts. For Reynolds (1997), he argues that the receiver’s experience that is gained by dealing with a particular source allows a better understanding of that source. In some cases, the receiver misunderstands the message due to misinterpretation;

one message can mean one thing to a person and can be understood differently by another.

The personal mood can also affect the way a message is perceived. From another aspect, some receivers will bring their personal views and beliefs when the interpretation is in process (Yeshin, 1998). The receiver’s decoding should meet and analyse the sender’s encoding so as to translate the message as it was intended by the source. However, the interpretation of the message can be different from what the source had proposed, therefore, the targeted receivers' understanding is essential to avoid any misinterpretation (Jobber, 2001).

3.1.4 The Feedback/Response

Feedback is the audience’s response from which the sender can collect information about the success of the sent message (Imber and Toffler, 2000). The receiver’s reactions after seeing, hearing or reading the message is known as the response or the feedback. The feedback allows the adaptation of messages according to the audience’s response. The original linear model did not contain the feedback element; however theorists who studied

the model later on found out that the reviver’s response is important to the communication process and managed to add feedback to the other communication factors (Chandler, 1994).

Feedback is the response that is sent back to the source and it is essential for achieving successful communication because it is very important to make sure that a message has been actually received especially when the sender had transmitted several messages. The feedback will inform the sender which messages were received by the receiver (Jobber, 2001; Dahlen, Lange and Smith 2010).

3.1.5 The Noise

Noise is the external factor that prevents the effectiveness of the message. It can obstruct the communication process by preventing the message from reaching the receiver or affecting the decoding process (Yeshin, 1998). According to Smith, Berry and Pulford (1997), the receiver can be ready to accept the message but other sounds and sights might get in the message’s way. Fill (2002) adds that noise may affect the quality of the message by preventing the message from reaching the receiver or leading it to be received incomplete. A distraction may occur from a phone ring, a doorbell, a sudden talk, a cough or any external disturbance that hinders the communication process. Moreover, he shares his opinion with Lancaster (2005) who adds that the quality of the transmission can be distorted by "noise" occurring because the receiver dose not interpret the message in the way the source intended (due perhaps to differences in cultural background of the two parties) or because of the cognitive dissonance which occurs when people's receipt of the message does not agree with what they believe. Dissonance may lead to a number of different reactions by the receiver such as rejection of the message, ignoring it, altering previous opinions, or searching for justifications (Dahlen, Lange and Smith 2010).

3.1.6 The Realms of Understanding

The level of understanding between the sender and the receiver can result in either success or failure of the communication process. Fill (2009) noted that common ground and a realm of understanding between the sender and the receiver can result in reaching effective communication.

In the communication process, the source sends the encoded message by interpreting his/her ideas into symbols, words, pictures and numbers. The coded message is then communicated to the receiver, and finally decoded by the receiver in the way the sender wants the receiver to understand it in order to achieve the communication objectives (Jobber, 1998). Communication difficulties may arise when the sender and the receiver come from different cultures because the cultural understanding varies between different cultures (Reynolds, 1997). As suggested by Pickton and Broderick (2005), both senders and receivers should share a common area of experiences in order to achieve effective communications, for instance speak the same language.