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Source, Message, and Channel Factors


  1. To study the major variables in the communication system and how they influence consumers’ processing of promotional messages.
  2. To examine the considerations involved in selecting a source or communicator of a promotional message.
  3. To examine different types of message structures and appeals that can be used to develop a promotional message.
  4. To consider how the channel or medium used to deliver a promotional message influences the communication process.

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