Who is considered the receiver in the context of marketing communications?

In the context of marketing communications, the receiver is defined as the individual who processes the advertisement. This is critical because the effectiveness of any marketing communication hinges on how well the intended audience understands, interprets, and responds to the message being conveyed.

The receiver's role involves actively engaging with the content of the marketing communication, which can include an advertisement, promotional material, or any other marketing message. Their interpretation is influenced by various factors such as personal experiences, cultural background, and emotional state, which can ultimately determine the success of the communication and its impact on their purchasing decision.

Understanding this role is essential for marketers as it drives how they craft messages to ensure they resonate with their target audience. This engagement process is what differentiates the receiver from other elements in the marketing communication model, such as the sender or the creators of the message.