LASSWELL formula

LASSWELL formula - the communication formula developed by Harold D. Lasswell breaks down the communication process into five elements or questions: "Who says what in which channel to whom with what effect"? This formula can be translated and expanded as follows:

  • Who Says (Sender)
  • what (content)
  • when (time)
  • like (shape)
  • where (place)
  • which way (channel)
  • to whom (recipient)
  • with what goal (desired result)
  • with what effect (achieved result)

Marketing communication can be structured and optimized with the help of this formula. It should be noted that the individual elements of the communication process influence one another. If you change z. B. the content and / or the form of communication, this affects the behavior of the recipient.

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