COMMERCE 2MA3 Chapter Notes - Chapter 14: Integrated Marketing Communications, Media Mix, The Sender
8 Dec 2016
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Document Summary
Communicating with consumers: as the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex. The firm from which an imc message originates; the sender must be clearly identified to the intended audience. A representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances: the transmitter. An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm"s creative department or an advertising agency: encoding. The process of converting the sender"s ideas into a message, which could be verbal, visual, or both: the communication channel. The medium print, broadcast, the internet that carries the message: the receiver. The person who reads, hears, or sees and processes the information contained in the message or advertisement. The process by which the receiver interprets the sender"s message: noise.
