The sender or the encoder is an individual who conveys the message and to do this he uses certain symbols or signs (visual aids or graphic or words) in order to send the message and to receive the needed response. For example, a training manager who is training new employees. The sender may be a person or he may belong to a group or to an organization. The impact of the message depends highly on the views, approach, skills and competencies, background and the experience or knowledge which the sender has. The verbal and non verbal symbols that he has chosen are important for understanding the message fully by the recipient in the same manner as the sender anticipated.