Decoding can be defined at the receiver interpreting the message and coming to an understanding about what the source is communicating.
When the receiver views or hears the message they do what is termed ‘decoding’.
For example, all viewers of a television advertisement can be referred to as the ‘receivers’ of the message. The ReceiverĪnyone who is audience to the message is referred to as the receiver. In marketing/promotions the message channel may be: television, radio, newspaper, or a sales person. A message channel is a term that refers to the medium that carries the message from the sender to the receiver.
The encoded message must now be delivered to its audience via a message channel.
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