Message

The encoding process leads to development of a message that contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into a transmittable form that is appropriate for the channel of communication being used. In advertising, this may range from simply writing some words or copy that will be read as a radio message to producing an expensive television commercial. For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates. Notice how Spellbound perfume in Exhibit 5-2 uses only a picture

Spellbound

Exhibit 5-2 The image projected by an ad often communicates more than words

Was this article helpful?

0 0
365 Days Of Motivation

365 Days Of Motivation

Stop Wasting Time And Learn How To Stay Motivated. Finally! Discover How To Stop Your Mind From Wandering, And Upgrade Your Motivation. You Can Hack Your Motivation Levels, Allowing You To Take Your Life To The Next Level.

Get My Free Ebook


Post a comment