Decoder - An electronic device used for converting a scrambled TV signal into a viewable picture.
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The message is decoded by a car radio (decoding) and the target consumer interprets the message (receiver). He or she might visit a dealership or seek further information from a web site (Response).
This may lead the message receiver to decode the meaning of the message in a different way than was intended by the message sender.
feedback - Part of message recipient's response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received.
 See also: Click, Market, Source, Advertiser, Audience
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