The sender of an integrated marketing communication must work with the advertising specialists to ensure all recipients interpret the message accurately. can assess the manner in which receivers...

must work with the advertising specialists to ensure all recipients interpret the message accurately.

can assess the manner in which receivers interpret the message through gross rating points.

has little control over what meaning any individual receiver will take from the message.

controls the meaning all receivers take from the message.

should attempt to control how the message is received.