Question

Describe the Basic Communication Model in detail. Explain the four (4) Message Appeals which are used on consumers. Complete in essay form.

Answer 1

The basic communication model-

Sender (encodes the message)           channel          message          channel or medium          Receiver (decodes the message)           Feedback

Sender- who sends the message

Encodes- translate message into symbols like words, pictures, sound, etc.

Channel or medium- it used to transmit messages. Some channels are face-to-face communication, over telephone, letters, television, newspapers, radio, etc.

Decode- receiver decodes these symbols to understand what sender wants to say.

Receiver- a person who receives the message

Feedback- after receiving message, receiver sends feedback to sender, answer and what he understands from the message.

Sometimes noise is also the part of communication process and it disturbs the message and it will be difficult for receiver to understand the exact message what sender wants to send.

Communication can be verbal, written or by gestures.

In the basic communication model sender encodes the message and transmit the message through communication channels like verbal (face-to-face, over telephone, video calls), non verbal (newspapers, letters) for sending the message then receiver receives the message and decode it according to their understanding and again send feedback to the sender. In this communication process noise plays a role of disruption. If noise is there in the communication process then the receiver not receive the exact message.

Message appeals which are used on consumers-

1. Fear appeal- it is negative appeal and it defines what negative outcomes that can happen because of action of consumers. For example- toothpaste advertisements which show that if we not use that product then our teeth become affected and we have to go to the dentist and it will be painful process. So we have to use this toothpaste.
2. Emotional appeal- some advertisements through which we get emotionally connect and buy that particular product.
3. Sex appeal- these advertisements convey a specific message to specific gender. For example- Alcohol brand advertisement target men in their advertisements. Cosmetic products appeal only to ladies.
4. Rational appeal- it emphasis on information, facts And details about the particular product. It provides logical reasons why consumer should choose this particular product from all the available alternatives.