Wilbur Schramm introduced an influential model of communication that illustrated the importance of interpersonal communication. He is considered the father of communication studies. Schramm's model evolved over time, starting as a simple model of a message being sent from a source and encoded, then received and decoded at the destination. Later versions incorporated the idea that only shared experiences between parties can truly be communicated, and an even more advanced model viewed communication as an interactive process with feedback between both parties. Schramm made significant contributions to establishing the academic field of communication studies.

1. By
Samulson

2. Advertising is the nonpersonal
communication of information,
usually paid for and usually
persuasive in nature, about
products (goods and services), or
ideas by identified sponsors
through the various media.
— AMA

3.  Wilbur Schramm (1907–1987) introduced a
model that illustrated the importance of
interpersonal communication. He is considered
by many people to be the father of the study of
communications, and he played a critical role in
the development of this research.
 Schramm was the first academic professional to
identify himself as a communications scholar, he
created the first academic degree in
communications, and he trained the first
generation of communications scholars.

4.  Schramm established a model of
communication that attempts to explain the
problems inherent in human communication.
His model evolved in stages.
 It proceeded from a relatively simple
individual form of communication to a
complex model involving interaction between
two parties.

6.  In the first stage of Schramm’s model, a source sends
a message through an encoder; the message is
received by a decoder and transmitted to its
designation.
 The source is the mind of the person starting the
communication process.
 The encoder is the process by which ideas are
converted to symbols for transmission to another
person.
 The decoder is the process by which symbols are
received and converted into ideas by the person
receiving the information.
 The signal is symbols that are produced and
transmitted.

7.  Schramm slowly modified his first-stage
model to include the concept that only the
information that is shared in the respective
parties’ fields of experience is actually
communicated.
 This is the only portion of the information
that is communicated because it is the only
shared portion of the signal that both parties
understand.

8.  Schramm’s contribution to communications theory
included the concept that each person has a field of
experience that controls both the encoding and
decoding of information and determines the meaning
of this information.
 In the third stage of the model, communication is
viewed as an interaction in which both parties actively
encode, interpret, decode, transmit, and receive
signals.
 This model includes the feedback of continuously
shared information . Schramm will be remembered as
the father of communications and a remarkable
scholar who formalized the study of this important
discipline