Uploaded by Shahriar Rohan

Marketing Communications Strategy: Customer Value

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Sender: The party sending the message to another party.
Encoding: The process of putting thought into symbolic form.
Message: The set of symbols that the sender transmits
Media: the communication channel through which the message moves
from the sender to the receiver.
Decoding: the process by which receiver assigns meaning to the
symbols encoded by the sender.
Receiver: the party receiving the message sent by the sender.
Response: the reaction of the receiver after being exposed to the
message
Feedback: the part of the receiver’s response communicated back to
the sender.
Noise: The unplanned static or distortion during the communication
process which results in the receiver’s getting a different message than
the one the sender sent.
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