feedback to the sender. This is the set of reactions after seeing, hearing or reading the message. The receiver's response is the feedback and lets the sender know how the message was decoded and received. A form of feedback in an interpersonal selling situation could be questions, comments or any reactions (such as expressions) about the message. In mass media, an indication of how the marketing communications were perceived is the amount of sales after the message has been sent. There are many different ways such as attitude change, store visits and inquiries that provide feedback in mass media. Feedback can help to improve the communication process and the success of future messages. The receiver's particular type of reaction after seeing, hearing, or reading a message is known as a response. Receivers' responses can range from either non-noticeable actions or noticeable actions. Non-noticeable responses can be storing their information in memory and noticeable responses are immediate action such as dialing the commercials number to order a product advertised on television. One of the main goals of communication is receiving appropriate receiver responses, feedback closes the loop in the communications flow and lets the sender monitor how the intended message is being decoded and received. To achieve this goal one can ask indirectly or directly for the response, or assist the receiver in giving the response. Receiving feedback can be more difficult for parties that advertise through the channels of mass media, because advertisers are not in direct contact with their customers so other methods must be obtained to determine how their messages have been received. While the critical form of feedback happens through sales, it is often hard to show a direct relationship between advertising and purchase behavior. So marketers; visit stores, check coupon redemption, use reply cards and listen to customer inquiries to achieve feedback. Once a significant amount of feedback/response study has been gathered advertisers would then have enough information to determine reasons for success or failure in the communication process and from there they can make appropriate adjustments. Opinion leaders and opinion formers Opinion leaders are consumers who have large influence over the purchasing behavior of other consumers. These can be peers or celebrities, and often represent a "desired state" in the eye of the influenced consumer. By following the consumption patterns of opinion leaders, consumers aspire to achieve a similar status or lifestyle, and project a