The Communication Model

This activity is important because it will help you understand the manner in which communication between marketers and

consumers flow and how the IMC manager can influence that process.

The goal of this activity is to help you understand that while communications between marketing managers and consumers are

increasingly flowing in both directions, there is an initial communication driven by the marker towards the target consumers. This

process is identified as the communication model and applies to all the diverse tools available to the marketing manager$-$ads,

social media, product placement, etc.

Place the elements of the communication model in the order in which the initial message$-$for example, about a new product

category and brand$-$might flow, from the first element to the last.