Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that

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Focus groups are used to gather information about how consumers interpret IMC messages. Through these groups, it is found that each receiver decodes IMC messages in their own way. This means that the message may be interpreted differently by different individuals even if it was encoded identically for all. Therefore, it is important for marketers to understand how their messages are being received and interpreted by different groups of people.

Marketers Often Use Focus Groups to Learn How Consumers Interpret