The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

The Schramm Model of Communication

The Schramm Model of Communication

The schramm model of communication

The Schramm model of communication seeks to explain how meaning is transferred between individuals, corporations, and others.

Figure 4.4 The Schramm model of the communication process

The most commonly taught and widely used theory of communication is that proposed by Wilbur Schramm in the late 1940s. The Schramm model views communication as a process that takes place between a sender (transmitter) and a receiver: there will be also a message, and a medium through which the message can be transmitted (Schramm, 1948). The receiver may have a method of sending feedback on the message, to confirm that the message has been correctly received and understood, but noise and interference will affect both the ability of the message to ...

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