Outcome # 1 communications with consumer

Question 1

the sender

Answer 1

The firm from which an IMC message originates; the sender must be clearly identified to the intended audience.

Question 2

The transmitter

Answer 2

An agent with which the sender works to develop the marketing communications;

For example, a firm’s creative department or an advertising agency.

Question 3

encoding

Answer 3

The process of converting the sender’s ideas into a message, which could be verbal, visual, or both.

Question 4

communication channel

Answer 4

The medium—print, broadcast, the Internet—that carries the message.

Question 5

receiver

Answer 5

The person who reads, hears, or sees and processes the information contained in the message or advertisement.

Question 6

decoding

Answer 6

The process by which the receiver interprets the sender’s message.

Question 7

Noise

Answer 7

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.

Question 8

feedback loop

Answer 8

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly.