| brand-customer touch point | Any situation in which a customer comes into contact with a brand or company.
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| brand message | Information and experiences that impact how customers and other stakeholders perceive a brand.
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| channel | The means by which a message is delivered-letter, e-mail, radio, television, newspaper, telephone, or an event (also called medium).
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| clutter | Competition among a number of commercial messages.
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| company-created touch point | A planned MC message delivered by media.
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| customer-initiated touch point | An interaction that occurs whenever a customer or prospect contacts a company.
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| customer recognition | Company acknowledgment of purchases and of the customer's interaction history with the company.
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| decoding | The process of interpreting what a message means.
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| encoding | The process of creating a brand message to convey an intended meaning and elicit a certain type of response.
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| feedback | A response that conveys a message back to the source.
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| field of experience | Interactions receivers have had with an organization or brand, plus the messages they have received about it.
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| interactivity | Two-way communication that sends and receives messages from customers and other stakeholders in order to create long-term, profitable relationships.
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| intrinsic touch point | An interaction with a brand required during the process of buying or using that brand.
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| MC message | Anything that talks about the brand, such as a newspaper ad, radio commercial, direct-mail piece, sales clerk, or the product's package.
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| message | An idea encoded in a combination of words, pictures, actions, symbols, and events.
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| noise | Interferences or distractions that can negatively affect a message, its transmission, and its reception.
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| purposeful dialogue | Communication that is mutually beneficial for the customer and the company.
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| receiver | Anyone who is exposed to a message.
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| recourse | Easy access to someone who can solve a problem.
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| respect | Showing consideration.
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| responsiveness | Customer satisfaction following a customer-initiated company contact.
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| sender | See source.
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| source | The initiator of a message (also called sender).
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| source credibility | The extent to which a message sender is believable.
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| strategic redundancy | Saying the same thing in several different ways.
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| target audience | A group that has significant potential to respond positively to a brand message.
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| third-party credibility | The believability of people who are not affiliated with a brand and have nothing to gain or lose from its success or failure; they are more believable than company sources.
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| unexpected touch point | An unanticipated reference to a brand that is beyond the control or influence of the company.
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| word-of-mouth brand messages | Personal communication between customers or other stakeholders about a brand.
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