ADM 2320 Chapter Notes - Chapter 14: Mass Media, Unique Selling Proposition, Media Mix

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Marzena Cedzynski

Document Summary

Transmitter: an 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: 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: 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 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. Receivers decode messages differently: the sender has little, if any, control over what meaning any individual receiver will take from the message.