In the marketing communication process, the marketer can act as both sender and receiver.

Question

Quizplus · Accepted Answer

The marketing communication process involves the sender (the marketer) encoding the message and sending it through a communication channel to the receiver (the consumer). However, the receiver can also provide feedback or response, which makes them the sender and the marketer the receiver in that moment. Therefore, the marketer can act as both sender and receiver in the marketing communication process.

In the Marketing Communication Process, the Marketer Can Act as Both