ADV 150 Study Guide - Midterm Guide: Weber Shandwick, Media Planning, Copywriting
13 Nov 2016
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Person or organization with ideas and information to share. Creator of the messages; where it all starts; person, company or organization who has ideas or information to share with people encoding: Put thoughts, ideas or information (whatever that be: tangible & intangible ) into symbolic form. Content channel: information or meaning the source hopes to convey: senders want people to think or feel things when they send symbols or images. Way messages travel from senders to receivers. Must be in transmittable form appropriate to channel images important because they"re (cid:498)read(cid:499) Symbols can contain things you don"t know: e. g. audi: four circles represent four union companies. Personal: direct interpersonal contact: salespeople, friends, neighbors, associates, co- Transforming sender"s message back into thought depends on field of experience[foe] important and different to everyone workers; air is the channel interpreting decoding: receiver: Advertisers hoping they (target audiences) interpret messages as intended.
