Watch this advertisement for Kia, then answer the following questions about the ad and the communication process discussed in Chapter 1.

  1. Decoding is the process of watching and internalizing a marketing message (this Kia ad). What message do you think is conveyed by the ad?
  2. Do the hamsters increase or decrease the impact of the message? Explain why.
  3. Noise is anything that distorts or disrupts a message. Did you find any clutter in this ad? If so, explain what it is.
  4. Overall, how effective do you believe this ad is in communicating to consumers? Explain why.



About Dr. Donald Baack

Co-author of textbook.

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