Chapter 4. Validate
The New Communication Model
The standard model for communication has three components: sender, message, and receiver. The sender (your company) develops a message (web page, ad, brochure, direct mail piece, etc.) and sends it to a receiver (your target audience). Communication complete.
What this model fails to recognize is that real–world communication is a dialog. I say something to you, you say something back. You may say it only to yourself, like when you read a magazine ad, but your brain is nevertheless an indispensible component of the total communication system. You respond by buying the advertised brand, or by mentally ...
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