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Unformatted text preview: ii. Create an image with a vocabulary iii. Remind-continue purchasing the product iv. Relationship = developing brand loyalty. Communication Process Source Encoding Message/Medium Decoding Receiver -Source (Sender) : Company/ Sales Person/ Television Ad/ Opinion leader/ Celebrity Encoding : words/pictures/sound Medium: Telephone/ In Person/ TV AD o Characteristics Fear Sad Happy Emotional message Rational message Decoding: o Sent message is interpreted by the audience o Effective communications- message that should be interpreted in a certain way o Subliminal advertising- “hidden” message o...
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- Fall '07
- Marketing, marketing mix target, Message/Medium Decoding Receiver, message Fear Sad