The Communication Process Read the overview below and complete the activities that follow. Target is a discount retailer that operates nearly 1,750 stores in 49 states. Target differentiates itself from its competitors by offering more upscale, trend-forward merchandise at low cost. The store is planning a Back-to-School sale aimed at moms with children going back to school. These women make the majority of their household purchases. Read about the Target sale announcement and then assemble the communication process model as instructed. CONCEPT REVIEW: As the number of communication media has increased, the task of understanding how best to reach target consumers has become far more complex. The Communication Process model describes how communications go from the firm to the consumer and the factors that affect the way the consumer perceives the message. Step 2 - Match the elements of a consumer's experience to each step of the process. Advertising Agency creates Print Ad Ad runs on local Sunday newspaper Target creates a Back-to- School campaign Melissa buys the paper and plans to go shopping for her children's supplies Store traffic increases Transmitter Encodes Communication Channel Receiver Decodes Sender Feedback 2 3 5 Reset