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Advertising and Integrated Marketing Communications: The communication process and response models (AIDA) · Source, Message and Channel

How a marketing message travels from source to receiver, and how the source, the message and the channel shape whether it persuades.

Advertising and Integrated Marketing Communications · 28 questions

Try 3 questions

1. In the basic communication model, what does the source do when it "encodes" a message?

  1. Turns an idea into words, images or sounds
  2. Picks which media will carry the ad
  3. Translates the ad into other languages
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Answer: Turns an idea into words, images or sounds

Encoding is putting a thought into symbols the receiver can perceive, such as a script, a picture or a jingle. Translation and media choice are separate decisions.

2. Pre-tests showed most viewers understood an ironic ad, but one viewer took its irony literally and got the opposite meaning. Which step failed for that viewer?

  1. Decoding
  2. Channel selection
  3. Feedback
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Answer: Decoding

Decoding is the receiver's interpretation of the symbols. The message was encoded well enough for most people, so the breakdown happened on the receiver's side.

3. In communication models, what does "noise" refer to?

  1. Only loud sounds around the viewer
  2. The emotional tone of the message
  3. Anything that distorts or interrupts the message
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Answer: Anything that distorts or interrupts the message

Noise is any unplanned interference at any stage: a distracting room, a bad signal, competing ads, or even the receiver's own preoccupations.

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