Adapting the linear model of the communication process in modern marketing realities

Abstract

Classic linear model of communication is considered and characterized in this paper as well as its elements are considered in this article. Improved linear model of communication process is suggested. The channel modifier and the environmental modifier are proposed as the elements of improved linear model of communication process. The core features of the channel and the environmental modifiers are described as well as the distinction between added elements and the noise. Placement of the reaction and the reply as elements of the feedback is corrected as well as the improved description of those elements, based on modern marketing tendencies.