Which term refers to the method through which a message travels to the receiver?

The term that refers to the method through which a message travels to the receiver is "Channel." In integrated marketing communications, the channel serves as the medium that delivers information from the sender (source) to the intended audience (receiver). This could be through various means such as television, radio, social media, print, or digital platforms.

Using the right channel is crucial because it affects how effectively the message is received and understood by the target audience. Each channel has its unique audience characteristics and advantages, making it an essential consideration in the communication process.

The other terms mentioned relate to different parts of the communication process. The source is the originator of the message, encoding involves transforming the message into a suitable format for transmission, and decoding refers to the receiver interpreting or making sense of the encoded message. While all these components are integral to effective communication, the channel specifically denotes the pathway that the message follows to reach the audience.