Role of source help the organization in following manner:

1) Source communication the communication to the target audience. He is the person who starts the communication process and he is as well known as sender in communication process.

2) A popular source exerts a pull on the attention of target audience and makes the advertisement easy to remember. If source is a well-known person then it easily attracts the attention of audience.

3) Credible source enlarge the reliability of message that is people feel that message given by credible source is correct.

4) Efficient, Attractive and popular source help to increase the sales and profit of an organisation.

5) Effective source assists to face competition by improving Product-image, Brand-image and Institution-image.

Conclusion:- Therefore the Wilbur Schramm's model explain how communication process stimulate the primary and selective demand through its integrated marketing communication and models explained.