Which of the following statements is true about effective communication?
A. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
B. For effective communication, marketers must understand the meanings that consumers attach to words and symbols and how these words and symbols are interpreted.
C. Effective integrated marketing communications is usually nonpersonal in nature.
D. Effective communication is unaffected by the reception environment.
E. Whether an ad is in black-and-white or in full-color has no impact on how effectively the message is communicated.
Answer: B