3. W differs for various types of advertising messages such as radio and television commercials, print ads, and digital/ online ads. (LO 5-2) 4. Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing suc- cessfully and one that encountered problems when using this technique. (LO 5-3) hat is meant by encoding? Discuss how encoding