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MCS 3620 Textbook Notes: Chapter 4 – Advertising Planning: CreativityCommunication EssentialsCommunication: the transmission, receipt and processing of information between a sender and a receiver. Encoding: the transformation of a message into a meaningful format, such as an advertisement, a mailing piece or an article in a newspaper. Transmission: the sending of a message through a medium such as television, radio, newspapers, magazines, outdoor advertising, internet and so on, or through personal selling.Noise: any potential form of disruption in the transmission of a message that could distort the impact of the message; competitive advertising or the clutter of advertising messages in a medium are forms of noise. •Examples of noise:oMessage not in line with customer’s attitudes oMessage did not reach intended audience with desired frequency oCompetition’s message was more convincing DAGMAR: Defining Advertising Goals for Measured Advertising Response •An advertising goal is a specific communications task to be accomplished among