Encoding

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Encoding refers to converting a message into symbols.

Definition

According to Management by Robbins and Coulter (14th edition),

Encoding. Converting a message into symbols.

According to the Marketing Communications by Fill (5th edition),

Encoding. The process of selecting a combination of appropriate words, pictures, symbols and music to represent the message to be transmitted. Also, a stage in memory that involves the selection of an image to represent the perceived object.
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