opinion formers who have a great influence over today's society and their perceptions. So they have to be included in the communication process before the recipient of the message receives it. This model is more effective when there is common ground between the senders and receivers so they can communicate effectively. Choosing the appropriate source helps develop the message and appeal to the targeted audience. The source will be more effective if they are relatable to the target audience. This realm of understanding is represented by overlapping circles. The more knowledge the source has about who they are targeting, the better they can understand how the receiver may interpret or react to the message. The components of the transactional model are: Source: The source is an individual or organization that has information to share. The source (or sender) creates and sends the information to another person or group of people. The source may be an individual (e.g. a salesperson or spokesperson) or a non-personal identity (e.g. a corporation or organization). The communication process begins with the source, marketers must carefully choose a source as it affects how the message will be perceived by the target audience. Encoding: This is transposing the intended meaning of the message with words, symbols, or pictures to show a message. Encoding is the development of the message that contains the information the source hopes to convey. It is putting together the thoughts, ideas, and information into a symbolic form that can be transmitted and understood by the receiver. Encoding the message is the second step in the communication process. The encoding process leads to the development of a message that contains the information or meaning the source hopes to convey. Encoding is extremely important, it is a brain activity that takes effect when the receiver makes sense of a brand message or idea used to convey meaning: words, color, pictures, signs, symbols, or even music. The message may be verbal or nonverbal, oral or written, or symbolic (e.g. the sound of a brass band being redolent of simpler times or heritage). or it can often include 'cues' such as the Nike 'swoosh' which indicates success. Often things can get in the way of the "correct" encoding and the interpretation of the intended message (decoding). There are methods the sender can use to make sure the receiver interprets the message correctly, these methods include; channels, consumer