ADM 2320 Lecture Notes - Lecture 11: The Sender, Text Messaging, Direct Marketing
16 Mar 2016
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Document Summary
The sender: the irm from which an imc message originates; the sender must be clearly ideniied to the intended audience, decepive adverising. A representaion, omission, act, or pracise in an adverisement that is likely to mislead consumers acing reasonable under the circumstances. The transmiter: a agent or intermediary with which the sender works to develop the markeing communicaions, for example, a irm"s creaive department or an adverising agency. Encoding: the process of convering the sender"s ideas into a message, which could be verbal, or both, taking full page ads to present a promoion. The communicaion channel: the medium print, broadcast, the internet that carries the message. The receiver: the person, who reads, hears, or sees and processes the informaion contained in the message or adverisement. Noise: any interference that stems from compeing messages, a lack of clarity in the message, or a law in the medium; a problem for all communicaion channels.
