BU352 Chapter Notes - Chapter 14: Media Planning, Mass Media, Media Mix
Document Summary
Sender the firm from with an imc message originates; the sender must be clearly identified to the intended audience. Deceptive advertising a representation, omission, act, or practice in an advertisement that is likely to mislead consumers acting reasonably under the circumstances. Transmitter an agent or intermediary with which the sender works to develop the marketing communications. Encoding the process of converting the sender"s ideas into a message, which could be verbal, visual or both. Communication channel the medium print, broadcast, the internet that carries the message. Receiver the person who reads, hears, or sees and processes the information contained in the message or advertisement. Noise any interface 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.
