The process by which a receiver interprets an advertising message is called:
A) encoding.
B) decoding.
C) interpretation.
D) analysis.
E) feedback.

Question

Quizplus · Accepted Answer

Decoding is the process of interpreting and assigning meaning to the message conveyed by the sender in a communication process. In advertising, the receiver decodes the encoded message to give it meaning according to their perceptions, experiences and perspectives.

The Process by Which a Receiver Interprets an Advertising Message