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CHAPTER ONE SUMMARY

CHAPTER ONE SUMMARY - CHAPTER ONE SUMMARY Advertising,,,...

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CHAPTER ONE SUMMARY Advertising, one type of marketing communications, is the structured and composed, nonpersonal communication of information, usually paid for and usually persuasive, about products, services, or ideas, by identified sponsors through various media. Looking at four important dimensions of advertising (communication, marketing, economic, and social) helps to clarify what advertising is and how it has evolved. Advertising is first and foremost communication. The basic human communication process begins when a source formulates an idea, encodes it as a message, and sends it via some channel or medium to a receiver. The receiver must decode the message in order to understand it. To respond, the receiver formulates a new idea, encodes that concept, and then sends a new message back through some channel. A message that acknowledges or responds to the original message is feedback, and it affects the encoding of a new message. In advertising, the communication process is complex because of the multidimensional nature of the source, the message, and the recipient. Traditionally, advertising has been a one-way process;
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