Marketing communicators must be good at messages that take into account how the target audience them.

Marketing communicators must be good at encoding messages that take into account how the target audience decodes them.

Explanation:

Marketing communicators job involves coordinating the design and message of the promotional material used by a company to target the potential consumers and advertise the products on different types of media. In order to be successful, they have to create a message that appeals to their target market but also, that the consumers will be able to understand it easily avoiding misinterpretations. According to this, marketing communicators must be good at encoding messages that take into account how the target audience decodes them.