Advantages Of Linear Model Of Communication

In the linear model of communication, messages come from the source, which is individual or corporation, and then messages are encoded by using some symbolic manners, which are transformed by different channels, after that, the receiver decodes the message by interpreting all those symbols in order to understand them, finally , receiver get the messages (Fill,2005). However, this is a complicated process that messages must be adjusted to each person’s mind until they do the action (Jyoti, 2003). Because, during the process, receiver gives the feedback back to sender and some noises make it difficult for receiver to understand the message as well (Fill, 2005).
Depending on this model, advertising has some advantages. To begin with, the biggest …show more content…
The conviction of public relations comes from credibility, because instead of manipulating customers’ opinions by visual images, public relations improve customers’ credibility by managing communication among public relations campaigns (Kent and Taylor, 2002). According to those public relations campaigns, companies convict their brand value and create a good communication with their customers, thus, customers have a good impression on the company and they use word-of-mouth to convict their friends as well. For example, Apple launches their new product not only depending on advertisements, but using public relations as an effective way to convince their customer to buy their latest product. Apple opens chat rooms online in order to enable users to share their using experience and the employees of Apple will give the knowledge about the latest product as well, because this positive communication, Apple persuades their brand value and creates the credibility of their products. What’s more, public relations can enable companies to gain more preferences comparing with their competitor by getting more acceptances from public. Since, public relations has variety of communication methods, for example, organising public relations activities, sponsoring special events, according to those ways, customers gain more knowledge about the company and get more emotional value than other brands, thus, company gains more preferences by getting the acceptances (Moore and Canfield, 1977). Even, because of customer’ preference, some PR companies state that public relations is a communication tool which can replace the function of traditional communication tools, such as advertising (Holmes,