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Chap05 The Communication Process
The document discusses models of the communication process including: - The basic communication process involving a sender, receiver, message, channel, and feedback. - Factors that can impact effective communication such as noise, encoding/decoding symbols, and the level of common experiences between the sender and receiver. - Models of how consumers respond to advertising messages including the AIDA model, hierarchy of effects model, and innovation adoption model. - Factors involved in measuring the effectiveness of communication including exposure, attention, comprehension, retention, and purchase behavior.
