In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the encoding of the message would most likely be undertaken by its:

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The source is responsible for encoding the message in the communication process. In this case, the marketing department is brainstorming how to promote the benefits of the new drug, which would involve creating and encoding messages comparing it to other drugs on the market.

In a Brainstorming Session for a New Drug to Lower