The third stage in the diagram is channel message. This occurs when the information or meaning the source wants to convoy, is put into a form to easily be transmitted to the targeted audience. This also includes the method that communication gets from the source to the receiver. Examples of this is Vodafone advertising on TV, bus stops and university campuses as students may be the intended consumer for the new plan. Decoding is the processes that the viewer interprets the message that the source sent. Obviously it is up to the source to ensure that the message encoded well enough so that it is received as intended. The receiver is also known as the viewer or potential consumer. This is the person who interprets the source message through channeling whether they are the intended target audience or not. Every day we interpret different advertisements even if we are not the target audience for that advertisement. In between these steps there are external factors acting as distractions, these factors are called noise. Noise distorts the way the message gets to the intended target audience. These distractions are from all other forms of advertising and communication from every other person or organisation. Examples of noise are State of mind, unfamiliar language, unclear message, Values, Attitudes, Perceptions, Culture and Knowledge of similar products or services to name a few forms of noise. Finally there is the response or feedback. This is the receiver's reaction to the communication of message and the way they understood it. Feedback relates to the way sales react as well as the interest or questions that arise in relation to the message put out. Touch points When considering touch points in an advertising campaign a brand looks Multisensory touch points. These touch points help the brand to develop a point of contact between themselves and the consumer. Modern day advancements in various forms of technology have made it easier for consumers to engage with brands in numerous ways. The most successful touch points are those that create value in the consumer and brands relationship. Common examples of touch points include social media links, QR codes, person handing out flyers about a particular brand, billboards, web sites and various other methods that connect the brand and consumer. Multi sensory touch points are subconscious yet helps use to recognise brands through characteristic identified through human sensors. These characteristics could be