Consumers are inundated with thousands of promotional messages a day. In order for a firms message to stand out, marketers must understand the communication process. This activity is important because the ability to effectively communicate a marketing message is the difference between success and failure.

The goal of this activity is to illustrate how a firm effectively uses the traditional communication process to reach potential customers. See this in action at Kind Care in the video that follows.

While Gabby is trying to watch the video in the Kind Care text, she is interrupted and distracted by a flurry of other text messages. In a communication exchange, these other text messages are known as

Multiple Choice

• feedback.

• encoders.

• channels.

• decoders.

• noise.