Marketing Communications in the Digital Age: Macro-model of Communication¶
The Open University. (2016). Marketing Communications in the Digital Age: Macro-model of Communication: Macro-model of Communication. OpenLearn.
Cited by¶
1 citation across 1 artifact.
Each citation links to the sentence it supports in the citing article.
Primes¶
- Channel
- The endpoints are the brand (source) and the prospective consumer (receiver); the medium is the ad platform (say, a paid social feed); the capacity is the reachable audience per unit spend; the codebook is the platform's admissible creative formats (a six-second video, a single image, a headline under a character limit); and the noise profile is the competing-message density of a saturated feed.
This sourceFrames marketing communication on the Shannon source–message–channel–receiver model, with the channel carrying bandwidth (reach), noise (competing messages and distractions), and admissible message formats.
- The endpoints are the brand (source) and the prospective consumer (receiver); the medium is the ad platform (say, a paid social feed); the capacity is the reachable audience per unit spend; the codebook is the platform's admissible creative formats (a six-second video, a single image, a headline under a character limit); and the noise profile is the competing-message density of a saturated feed.
Verification¶
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Registry ID ref:68ab772480c6 · see in the full table