COMM 296 Chapter Notes - Chapter 17: Integrated Marketing Communications, The Sender, Sales Promotion
Document Summary
Sender ( rm) - > transmitter encode message -> message -> comm. The sender - the rm from which an imc message originates; the sender must be nearly identi ed to the intended audience. Transmitter - an agent or intermediary with which the sender works to develop the marketing communications; ex. the rm"s creative department or an ad agency. 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 message. Receiver - the person who reads, hears or sees and processes the information contained in the message or advertisement. Decoding - the process by which the receiver interprets the sender"s message. Noise - any interference that stems from competing messages, a lack of clarity in the message, or a aw in the medium; a problem for all communication channels.
