Midterm Study Guide – COMM 148 | Chapters 1–6 | Key
Concepts & Exam Prep
Ch. 2wr1
• Understand 2wrthe 2wrcommunications 2wrprocess 2wrmodel, 2wrfigure 2wr1.1.
The 2wrcommunication 2wrmodel 2wrshown 2wrin 2wrFigure 2wr1.1 2wrdisplays 2wrthe 2wrpathway 2wra 2wrmessage 2wrtakes
2wrfrom 2wrone 2wrperson 2wrto 2wranother 2wror 2wrothers. 2wrAs 2wra 2wrperson, 2wrgroup, 2wror 2wrorganization
2wrsends 2wran 2wridea 2wror 2wrmessage, 2wrcommunication 2 w r occurs 2wrwhen 2wrthe 2wrreceiver 2wr(another
2wrperson 2wror 2wrgroup) 2wrcomprehends 2wrthe 2wrinformation.
- Sender: 2wrThe 2wrperson(s) 2wrattempting 2wrto 2wrdeliver 2wra 2wrmessage 2wror 2wridea
- Encoding: 2wrThe 2wrverbal 2wr(words, 2wrsounds) 2wrand 2wrnonverbal 2wr(gestures, 2wrfacial
2wrexpressions, 2wrposture) 2wrcues 2wrthat 2wrthe 2wrsender 2wrutilizes 2wrin 2wrdispatching 2wra
2wrmessage
- Transmission 2wrdevice: 2wrAll 2wrthe 2writems 2wrthat 2wrcarry 2wra 2wrmessage 2wrfrom 2wrthe 2wrsender 2wrto 2wrthe
2wrreceiver
- Decoding: 2wroccurs 2wrwhen 2wrthe 2wrreceiver 2wremploys 2wrany 2wrof 2wrhis 2wror 2wrher 2wrsenses
2wr(hearing, 2wrseeing, 2wrfeeling) 2wrto 2wrcapture 2wra 2wrmessage
- Receiver: 2wrThe 2wrintended 2wraudience 2wrfor 2wra 2wrmessage
- Feedback: 2 w r The 2 w r information 2 w r the 2 w r sender 2 w r obtains 2 w r from
2 w r the 2 w r receiver 2 w r regarding 2 w r the 2 w r receiver’s 2 w r perception 2wror
2wrinterpretation 2wrof 2wra 2wrmessage
- Noise 2wr= 2wr//: 2wrAnything 2wrthat 2wrdistorts 2wror 2wrdisrupts 2wra 2wrmessage
• Identify 2wrthe 2wr4 2wrP’s 2wrof 2wrthe 2wrmarketing 2wrmix 2wr(note, 2wrdistribution 2wris 2wralso 2wrreferred 2wrto 2wras
2wrplace).
- Price
- Product
- Place 2wr= 2wrDistribution
- Promotions
• Identify 2wrthe 2wrsteps 2wrin 2wran 2wrintegrated 2wrmarketing 2wrcommunications 2wrplan, 2wrfigure 2wr1.4.
- Current 2wrsituational 2wranalysis
- SWOT2wranalysis
- Marketing 2wrobjectives
- Target 2wrmarket
- Marketing 2wrstrategies
,- Marketing 2wrtactics
- Implementation
- Evaluation 2wrof 2wrperformance
, • Describe 2wrthe 2wrfour 2wrways 2wrconsumers 2wrinteract 2wracross 2wrmultiple 2wrmedia 2wrformats, 2wrfigure
2wr1.6.
- Content 2wrgrazing: 2wrlooking 2wrat 2wrtwo 2wror 2wrmore 2wrscreens 2wrsimultaneously 2wrto 2wraccess
2wrcontent 2wrthat 2wris 2wrnot 2wrrelated. 2wr(Someone 2wrwatching 2wrTV 2wrand 2wrtexting 2wra 2wrfriend
2wrat 2wrthe 2wrsame)
- Investigative 2wrSpider-webbing: 2wrwhen 2wra 2wrconsumer 2wrpursues 2wror 2wrinvestigates 2wrspecific
2wrcontent 2wracross 2wrmultiple 2wrplatforms 2 w r (A 2wrperson 2wrwatching 2wra 2wrfootball 2wrgame 2wrand
2wraccessing 2wrstats 2wrfor 2wrvarious 2wrplayers 2 w r on 2wra 2wrPC 2wror 2wrmobile 2wrphone)
- Quantum 2wrJourney: 2wrconsumers 2wrstart 2wra 2wrtask 2wron 2wrone 2wrscreen 2wr(their 2wrphone, 2wrfor
2wrexample) 2wrand 2wrcontinue 2writ 2wron 2wranother 2wr(laptop 2wror 2wrPC).
- Social 2 w r Spider-Webbing: 2 w r when 2 w r consumers 2 w r share 2 w r content 2 w r or 2 w r information
2 w r across 2 w r multiple 2 w r devices.
(Posting 2wrpictures 2wron 2wrFacebook 2wrfrom 2wra 2wrlaptop 2wrand 2wrthen 2wrtexting 2wrfriends 2wrto 2wrgo 2wrcheck
2wrthem 2wrout)
• Describe 2wrbrand 2wrparity
Brand 2wrparity: 2wrWhat 2wroccurs 2wrwhen 2wrthere 2wris 2wrthe 2wrperception 2wrthat 2wrmost 2wrgoods 2wrand
2wrservices 2wrare 2wressentially 2wrthe 2wrsame. 2wrWhen 2wrconsumers 2wrbelieve 2wrthat 2wrvarious 2wrbrands
2wrprovide 2wrthe 2wrsame 2wrset 2wrof 2wrattributes, 2wrquality 2wrbecomes 2wrless 2wrof 2wra 2wrconcern
2wrbecause 2wrconsumers 2wrperceive 2wronly 2wrminor 2wrdifferences 2wrbetween 2wrbrands. 2wrOther
2wrcriteria 2wr(price, 2wravailability, 2wror 2wra 2wrspecific 2wrpromotional 2wrdeal) 2wrimpact 2wrpurchase
2wrdecisions. 2wrDecline 2wrin 2wrbrand 2wrloyalty: 2wrconsumers 2wrdo 2wrnot 2wrhave 2wra 2wrspecific 2wrbrand
2wrthey 2wrbelieve 2wris 2wrsignificantly 2wrsuperior, 2wrso 2wrthey 2wrare 2wrprone 2wrto 2wrswitching 2wrbrands.
• In 2wrterms 2wrof 2wrmarketing 2wrcommunications 2wrand 2wrinternational 2wrimplications, 2wrwhat
2wris 2wrstandardization?
Standardization: 2wrA 2wrprogram 2wrin 2wrwhich 2wra 2wrfirm 2wrfeatures 2wruniform 2wrproducts, 2wrmarket
2wrofferings, 2wrand 2wrmessage 2wracross 2wrcountries 2wrwith 2wrthe 2wrgoal 2wrof 2wrgenerating 2wreconomies
2wrof 2wrscale 2wrin 2wrproduction 2wrwhile 2wrusing 2wrthe 2wrsame 2wrpromotional 2wrtheme. 2wrThe 2wrlanguage
2wrmay 2wrbe 2wrdifferent, 2wrbut 2wrthe 2wrbasic 2wrmarketing 2wrmessage 2wrstays 2wrthe 2wrsame.
• Be 2wrable 2wrto 2wridentify 2wran 2wrexample 2wrof 2wrstandardization
Concepts & Exam Prep
Ch. 2wr1
• Understand 2wrthe 2wrcommunications 2wrprocess 2wrmodel, 2wrfigure 2wr1.1.
The 2wrcommunication 2wrmodel 2wrshown 2wrin 2wrFigure 2wr1.1 2wrdisplays 2wrthe 2wrpathway 2wra 2wrmessage 2wrtakes
2wrfrom 2wrone 2wrperson 2wrto 2wranother 2wror 2wrothers. 2wrAs 2wra 2wrperson, 2wrgroup, 2wror 2wrorganization
2wrsends 2wran 2wridea 2wror 2wrmessage, 2wrcommunication 2 w r occurs 2wrwhen 2wrthe 2wrreceiver 2wr(another
2wrperson 2wror 2wrgroup) 2wrcomprehends 2wrthe 2wrinformation.
- Sender: 2wrThe 2wrperson(s) 2wrattempting 2wrto 2wrdeliver 2wra 2wrmessage 2wror 2wridea
- Encoding: 2wrThe 2wrverbal 2wr(words, 2wrsounds) 2wrand 2wrnonverbal 2wr(gestures, 2wrfacial
2wrexpressions, 2wrposture) 2wrcues 2wrthat 2wrthe 2wrsender 2wrutilizes 2wrin 2wrdispatching 2wra
2wrmessage
- Transmission 2wrdevice: 2wrAll 2wrthe 2writems 2wrthat 2wrcarry 2wra 2wrmessage 2wrfrom 2wrthe 2wrsender 2wrto 2wrthe
2wrreceiver
- Decoding: 2wroccurs 2wrwhen 2wrthe 2wrreceiver 2wremploys 2wrany 2wrof 2wrhis 2wror 2wrher 2wrsenses
2wr(hearing, 2wrseeing, 2wrfeeling) 2wrto 2wrcapture 2wra 2wrmessage
- Receiver: 2wrThe 2wrintended 2wraudience 2wrfor 2wra 2wrmessage
- Feedback: 2 w r The 2 w r information 2 w r the 2 w r sender 2 w r obtains 2 w r from
2 w r the 2 w r receiver 2 w r regarding 2 w r the 2 w r receiver’s 2 w r perception 2wror
2wrinterpretation 2wrof 2wra 2wrmessage
- Noise 2wr= 2wr//: 2wrAnything 2wrthat 2wrdistorts 2wror 2wrdisrupts 2wra 2wrmessage
• Identify 2wrthe 2wr4 2wrP’s 2wrof 2wrthe 2wrmarketing 2wrmix 2wr(note, 2wrdistribution 2wris 2wralso 2wrreferred 2wrto 2wras
2wrplace).
- Price
- Product
- Place 2wr= 2wrDistribution
- Promotions
• Identify 2wrthe 2wrsteps 2wrin 2wran 2wrintegrated 2wrmarketing 2wrcommunications 2wrplan, 2wrfigure 2wr1.4.
- Current 2wrsituational 2wranalysis
- SWOT2wranalysis
- Marketing 2wrobjectives
- Target 2wrmarket
- Marketing 2wrstrategies
,- Marketing 2wrtactics
- Implementation
- Evaluation 2wrof 2wrperformance
, • Describe 2wrthe 2wrfour 2wrways 2wrconsumers 2wrinteract 2wracross 2wrmultiple 2wrmedia 2wrformats, 2wrfigure
2wr1.6.
- Content 2wrgrazing: 2wrlooking 2wrat 2wrtwo 2wror 2wrmore 2wrscreens 2wrsimultaneously 2wrto 2wraccess
2wrcontent 2wrthat 2wris 2wrnot 2wrrelated. 2wr(Someone 2wrwatching 2wrTV 2wrand 2wrtexting 2wra 2wrfriend
2wrat 2wrthe 2wrsame)
- Investigative 2wrSpider-webbing: 2wrwhen 2wra 2wrconsumer 2wrpursues 2wror 2wrinvestigates 2wrspecific
2wrcontent 2wracross 2wrmultiple 2wrplatforms 2 w r (A 2wrperson 2wrwatching 2wra 2wrfootball 2wrgame 2wrand
2wraccessing 2wrstats 2wrfor 2wrvarious 2wrplayers 2 w r on 2wra 2wrPC 2wror 2wrmobile 2wrphone)
- Quantum 2wrJourney: 2wrconsumers 2wrstart 2wra 2wrtask 2wron 2wrone 2wrscreen 2wr(their 2wrphone, 2wrfor
2wrexample) 2wrand 2wrcontinue 2writ 2wron 2wranother 2wr(laptop 2wror 2wrPC).
- Social 2 w r Spider-Webbing: 2 w r when 2 w r consumers 2 w r share 2 w r content 2 w r or 2 w r information
2 w r across 2 w r multiple 2 w r devices.
(Posting 2wrpictures 2wron 2wrFacebook 2wrfrom 2wra 2wrlaptop 2wrand 2wrthen 2wrtexting 2wrfriends 2wrto 2wrgo 2wrcheck
2wrthem 2wrout)
• Describe 2wrbrand 2wrparity
Brand 2wrparity: 2wrWhat 2wroccurs 2wrwhen 2wrthere 2wris 2wrthe 2wrperception 2wrthat 2wrmost 2wrgoods 2wrand
2wrservices 2wrare 2wressentially 2wrthe 2wrsame. 2wrWhen 2wrconsumers 2wrbelieve 2wrthat 2wrvarious 2wrbrands
2wrprovide 2wrthe 2wrsame 2wrset 2wrof 2wrattributes, 2wrquality 2wrbecomes 2wrless 2wrof 2wra 2wrconcern
2wrbecause 2wrconsumers 2wrperceive 2wronly 2wrminor 2wrdifferences 2wrbetween 2wrbrands. 2wrOther
2wrcriteria 2wr(price, 2wravailability, 2wror 2wra 2wrspecific 2wrpromotional 2wrdeal) 2wrimpact 2wrpurchase
2wrdecisions. 2wrDecline 2wrin 2wrbrand 2wrloyalty: 2wrconsumers 2wrdo 2wrnot 2wrhave 2wra 2wrspecific 2wrbrand
2wrthey 2wrbelieve 2wris 2wrsignificantly 2wrsuperior, 2wrso 2wrthey 2wrare 2wrprone 2wrto 2wrswitching 2wrbrands.
• In 2wrterms 2wrof 2wrmarketing 2wrcommunications 2wrand 2wrinternational 2wrimplications, 2wrwhat
2wris 2wrstandardization?
Standardization: 2wrA 2wrprogram 2wrin 2wrwhich 2wra 2wrfirm 2wrfeatures 2wruniform 2wrproducts, 2wrmarket
2wrofferings, 2wrand 2wrmessage 2wracross 2wrcountries 2wrwith 2wrthe 2wrgoal 2wrof 2wrgenerating 2wreconomies
2wrof 2wrscale 2wrin 2wrproduction 2wrwhile 2wrusing 2wrthe 2wrsame 2wrpromotional 2wrtheme. 2wrThe 2wrlanguage
2wrmay 2wrbe 2wrdifferent, 2wrbut 2wrthe 2wrbasic 2wrmarketing 2wrmessage 2wrstays 2wrthe 2wrsame.
• Be 2wrable 2wrto 2wridentify 2wran 2wrexample 2wrof 2wrstandardization
