In a Marketing Context, Receivers Are

question 209

Multiple Choice

In a marketing context, receivers are

• A) only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
• B) consumers who read, hear, or see the message sent by a source during the communication process.
• C) a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
• D) promotional firms that select the best channels through which to convey advertising messages.
• E) customers who read, hear, or see the message sent by a source and interpret it as intended rather than fitting it to their individual beliefs.

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Definitions:

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