The marketing professor wanted to do everything possible to ensure her students understood her lectures. Accordingly, she used examples of marketing activities with which most students had recent experiences. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to ________ her message so as to encourage understanding on the part of her students.

Question

Quizplus · Accepted Answer

The professor's use of relevant examples indicates that she is trying to encode her message in a way that will be easily understood by her students. Encoding involves the sender (in this case, the professor) transferring information into a form that can be transmitted to the receiver (the students). By using relatable examples, the professor is attempting to encode her message in a way that will be received and decoded (understood) by the students.

The Marketing Professor Wanted to Do Everything Possible to Ensure