10 Paid, Owned, Earned The Shannon­Weaver model of communication and paid media ­ the traditional model of advertising The long-standing Shannon­Weaver model from 1949 framed the advertising process and worked to the idea that a `sender' sends a `message', which travels through a `medium', and after making its way through various `noise' (interference and filters) the message is then picked up by a `receiver'. 1 Communication is broadcast from one entity to another. (See Figure 1.1. 2 ) F Ig u r E 1.1 The Shannon­Weaver model Noise Message