MKT 100 Chapter : MKT100-CH14.docx

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12 Sep 2013
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MKT 100 Full Course Notes
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Sender firm from which an imc message originates; the sender must be clearly identified to the intended audience. Transmitter 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 process of converting the sender"s ideas into a message, which could be verbal, visual, or both. Channel medium print, broadcast, the internet that carries the message. Receiver person who reads, hears, or sees and processes the information contained in the message or advertisement. Noise any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels. Feedback loop allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. Example: customer"s purchase of the item, a complaint or compliment, the redemption of a coupon or rebate, and so forth.

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