Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a presentation about a new drug that is being manufactured by his company. Brad's presentation is a part of Merck's IMC effort and it represents:

Question

Quizplus · Accepted Answer

Encoding of the product message involves the creation and sending of the message by the source, in this case, Brad, who is presenting information about a new drug on behalf of Merck. This is part of the communication process in Integrated Marketing Communications (IMC), where the sender (Brad/Merck) formulates the message in a way that can be understood by the audience (medical professionals at the conference).

Brad Is a Pharmaceutical Representative for Merck