Site MapHelpFeedbackSource, Message, and Channel Factors
Source, Message, and Channel Factors

When you have completed this chapter, you should be able to understand the following learning objectives (LO):
LO 1To study the major variables in the communication system and how they influence consumers' processing of promotional messages.
LO 2To examine the considerations involved in selecting a source or communicator of a promotional message.
LO 3To examine different types of message structures and appeals that can be used to develop a promotional message.
LO 4To consider how the channel or medium used to deliver a promotional message influences the communication process.

Advertising and PromotionOnline Learning Center

Home > Chapter 6