The Marketing Communication process Sender Message Receiver (Encodes Message Channel (Decodes Message) Message) Noise Feedback Source: Terence A. Shimp, Advertising. Promotion. and SupplementaL Aspects of Integrated Marketing Communications Copyright 2001 by Harcourt, Inc. All rights reserved (Ft Worth, TX The Dryden Press, 2000), 118 12-4Copyright © 2001 by Harcourt, Inc. All rights reserved. 12-4 Sender (Encodes Message) Message Feedback Message Channel Receiver (Decodes Message) Noise The Marketing Communication Process Source: Terence A. Shimp, Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications (Ft. Worth, TX: The Dryden Press, 2000), 118