Receiver is a the people for whom the message was

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receiver is: A. the people for whom the message was originally intended. B. the people with the most buying power. C. consumers who are capable of discerning value. D. consumers who have purchased the firm's products in t E. the market segment with the most gross rating points.
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The sender cannot guarantee that the intended target customers will receive the message, but will choose the message format and channel with the customer in mind. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 41. (p. 338) __________ refers to the process by which the receiver interprets the sender's message. A. Deco ding B. Stealth marketing C. Precoding D. Encoding E. Tracking The receiver decodes the encoded message, interpreting it. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 42. (p. 338) If you have ever watched a television commercial and at the end of the message wondered what were they promoting, you may have had trouble __________ the IMC message. A. deco ding B. pre-testing C. precoding D. encoding E. tracking Problems decoding a message can lead the receiver to fail to interpret it properly. AACSB: Analytic Blooms: Understand Difficulty: 3 Hard Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers
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43. (p. 338) Marketers spend hundreds of millions of dollars annually creating and promoting symbols, colors, and images that make it easier for consumers to recognize the company, its brands or its products. These efforts facilitate __________ in the IMC process. A. preco ding B. pre-testing C. decoding D. encoding E. tracking Symbols and images related to the brand assist the receiver in decoding an IMC message. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 44. (p. 338) __________ is any interference in the IMC process. A. Transl ation B. Looping C. Excessive reach D. Noise E. Feedback Interference in the IMC process is referred to as noise. It can be caused by competing messages, a lack of clarity in the message, or a flaw in the medium. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 16-01 Identify the components of the communication process. Topic: Communicating with Consumers 45. (p. 338) In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium,
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