Consumers Who Read, Hear, or See the Message Sent by a Source

question 254

Multiple Choice

Consumers who read, hear, or see the message sent by a source during the marketing communication process are referred to as

• A) decoders.
• B) the target market.
• C) receivers.
• D) sources.
• E) encoders.

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Definitions:

Interest

The return on a debt investment.

Breakeven Volume

The number of units a company must sell to cover its fixed and variable costs, with no profit and no loss.

Units

Units commonly refer to a measure of quantity or to the basic amounts of inventory, production, or other quantifiable elements in business operations.

Return On Capital Employed (ROCE)

A financial ratio that measures a company's profitability and efficiency in using its capital; calculated as EBIT (Earnings Before Interest and Taxes) divided by capital employed.