Midterm Study Guide – COMM 148 | Chapters 1–6 | Key
Concepts & Exam Prep
Ch. 2wr2wr1
• Understand 2wr2wrthe 2wr2wrcommunications 2wr2wrprocess 2wr2wrmodel, 2wr2wrfigure 2wr2wr1.1.
The 2wr2wrcommunication 2wr2wrmodel 2wr2wrshown 2wr2wrin 2wr2wrFigure 2wr2wr1.1 2wr2wrdisplays 2wr2wrthe 2wr2wrpathway 2wr2wra
2wr2wrmessage 2wr2wrtakes 2wr2wrfrom 2wr2wrone 2wr2wrperson 2wr2wrto 2wr2wranother 2wr2wror 2wr2wrothers. 2wr2wrAs 2wr2wra
2wr2wrperson, 2wr2wrgroup, 2wr2wror 2wr2wrorganization 2wr2wrsends 2wr2wran 2wr2wridea 2wr2wror 2wr2wrmessage,
2wr2wrcommunication 2 w r 2 w r occurs 2wr2wrwhen 2wr2wrthe 2wr2wrreceiver 2wr2wr(another 2wr2wrperson 2wr2wror
2wr2wrgroup) 2wr2wrcomprehends 2wr2wrthe 2wr2wrinformation.
- Sender: 2wr2wrThe 2wr2wrperson(s) 2wr2wrattempting 2wr2wrto 2wr2wrdeliver 2wr2wra 2wr2wrmessage 2wr2wror 2wr2wridea
- Encoding: 2wr2wrThe 2wr2wrverbal 2wr2wr(words, 2wr2wrsounds) 2wr2wrand 2wr2wrnonverbal 2wr2wr(gestures,
2wr2wrfacial 2wr2wrexpressions, 2wr2wrposture) 2wr2wrcues 2wr2wrthat 2wr2wrthe 2wr2wrsender 2wr2wrutilizes
2wr2wrin 2wr2wrdispatching 2wr2wra 2wr2wrmessage
- Transmission 2wr2wrdevice: 2wr2wrAll 2wr2wrthe 2wr2writems 2wr2wrthat 2wr2wrcarry 2wr2wra 2wr2wrmessage 2wr2wrfrom 2wr2wrthe
2wr2wrsender 2wr2wrto 2wr2wrthe 2wr2wrreceiver
- Decoding: 2wr2wroccurs 2wr2wrwhen 2wr2wrthe 2wr2wrreceiver 2wr2wremploys 2wr2wrany 2wr2wrof 2wr2wrhis 2wr2wror 2wr2wrher
2wr2wrsenses 2wr2wr(hearing, 2wr2wrseeing, 2wr2wrfeeling) 2wr2wrto 2wr2wrcapture 2wr2wra 2wr2wrmessage
- Receiver: 2wr2wrThe 2wr2wrintended 2wr2wraudience 2wr2wrfor 2wr2wra 2wr2wrmessage
- Feedback: 2 w r 2 w r The 2 w r 2 w r information 2 w r 2 w r the 2 w r 2 w r sender
2 w r 2 w r obtains 2 w r 2 w r from 2 w r 2 w r the 2 w r 2 w r receiver
2 w r 2 w r regarding 2 w r 2 w r the 2 w r 2 w r receiver’s 2 w r 2 w r perception 2wr2wror
2wr2wrinterpretation 2wr2wrof 2wr2wra 2wr2wrmessage
- Noise 2wr2wr= 2wr2wr//: 2wr2wrAnything 2wr2wrthat 2wr2wrdistorts 2wr2wror 2wr2wrdisrupts 2wr2wra 2wr2wrmessage
• Identify 2wr2wrthe 2wr2wr4 2wr2wrP’s 2wr2wrof 2wr2wrthe 2wr2wrmarketing 2wr2wrmix 2wr2wr(note, 2wr2wrdistribution 2wr2wris 2wr2wralso
2wr2wrreferred 2wr2wrto 2wr2wras 2wr2wrplace).
- Price
- Product
- Place 2wr2wr= 2wr2wrDistribution
- Promotions
• Identify 2wr2wrthe 2wr2wrsteps 2wr2wrin 2wr2wran 2wr2wrintegrated 2wr2wrmarketing 2wr2wrcommunications 2wr2wrplan,
2wr2wrfigure 2wr2wr1.4.
- Current 2wr2wrsituational 2wr2wranalysis
- SWOT2wr2wranalysis
,- Marketing 2wr2wrobjectives
- Target 2wr2wrmarket
- Marketing 2wr2wrstrategies
- Marketing 2wr2wrtactics
- Implementation
- Evaluation 2wr2wrof 2wr2wrperformance
, • Describe 2wr2wrthe 2wr2wrfour 2wr2wrways 2wr2wr consumers 2wr2wr interact 2wr2wr across 2wr2wr multiple media
2wr2wr
2wr2wrformats, 2wr2wrfigure 2wr2wr1.6.
- Content 2wr2wrgrazing: 2wr2wrlooking 2wr2wrat 2wr2wrtwo 2wr2wror 2wr2wrmore 2wr2wrscreens 2wr2wrsimultaneously
2wr2wrto 2wr2wraccess 2wr2wrcontent 2wr2wrthat 2wr2wris 2wr2wrnot 2wr2wrrelated. 2wr2wr(Someone 2wr2wrwatching
2wr2wrTV 2wr2wrand 2wr2wrtexting 2wr2wra 2wr2wrfriend 2wr2wrat 2wr2wrthe 2wr2wrsame)
- Investigative 2wr2wrSpider-webbing: 2wr2wrwhen 2wr2wra 2wr2wrconsumer 2wr2wrpursues 2wr2wror
2wr2wrinvestigates 2wr2wrspecific 2wr2wrcontent 2wr2wracross 2wr2wrmultiple 2wr2wrplatforms 2 w r 2 w r (A
2wr2wrperson 2wr2wrwatching 2wr2wra 2wr2wrfootball 2wr2wrgame 2wr2wrand 2wr2wraccessing 2wr2wrstats 2wr2wrfor
2wr2wrvarious 2wr2wrplayers 2 w r 2 w r on 2wr2wra 2wr2wrPC 2wr2wror 2wr2wrmobile 2wr2wrphone)
- Quantum 2wr2wrJourney: 2wr2wrconsumers 2wr2wrstart 2wr2wra 2wr2wrtask 2wr2wron 2wr2wrone 2wr2wrscreen 2wr2wr(their
2wr2wrphone, 2wr2wrfor 2wr2wrexample) 2wr2wrand 2wr2wrcontinue 2wr2writ 2wr2wron 2wr2wranother 2wr2wr(laptop 2wr2wror
2wr2wrPC).
- Social 2 w r 2 w r Spider-Webbing: 2 w r 2 w r when 2 w r 2 w r consumers 2 w r 2 w r share 2 w r 2 w r content 2 w r 2 w r or
2 w r 2 w r information 2 w r 2 w r across 2 w r 2 w r multiple 2 w r 2 w r devices.
(Posting 2wr2wrpictures 2wr2wron 2wr2wrFacebook 2wr2wrfrom 2wr2wra 2wr2wrlaptop 2wr2wrand 2wr2wrthen 2wr2wrtexting 2wr2wrfriends
2wr2wrto 2wr2wrgo 2wr2wrcheck 2wr2wrthem 2wr2wrout)
• Describe 2wr2wrbrand 2wr2wrparity
Brand 2wr2wrparity: 2wr2wrWhat 2wr2wroccurs 2wr2wrwhen 2wr2wrthere 2wr2wris 2wr2wrthe 2wr2wrperception 2wr2wrthat
2wr2wrmost 2wr2wrgoods 2wr2wrand 2wr2wrservices 2wr2wrare 2wr2wressentially 2wr2wrthe 2wr2wrsame. 2wr2wrWhen
2wr2wrconsumers 2wr2wrbelieve 2wr2wrthat 2wr2wrvarious 2wr2wrbrands 2wr2wrprovide 2wr2wrthe 2wr2wrsame 2wr2wrset
2wr2wrof 2wr2wrattributes, 2wr2wrquality 2wr2wrbecomes 2wr2wrless 2wr2wrof 2wr2wra 2wr2wrconcern 2wr2wrbecause
2wr2wrconsumers 2wr2wrperceive 2wr2wronly 2wr2wrminor 2wr2wrdifferences 2wr2wrbetween 2wr2wrbrands. 2wr2wrOther
2wr2wrcriteria 2wr2wr(price, 2wr2wravailability, 2wr2wror 2wr2wra 2wr2wrspecific 2wr2wrpromotional 2wr2wrdeal) 2wr2wrimpact
2wr2wrpurchase 2wr2wrdecisions. 2wr2wrDecline 2wr2wrin 2wr2wrbrand 2wr2wrloyalty: 2wr2wrconsumers 2wr2wrdo 2wr2wrnot
2wr2wrhave 2wr2wra 2wr2wrspecific 2wr2wrbrand 2wr2wrthey 2wr2wrbelieve 2wr2wris 2wr2wrsignificantly 2wr2wrsuperior, 2wr2wrso
2wr2wrthey 2wr2wrare 2wr2wrprone 2wr2wrto 2wr2wrswitching 2wr2wrbrands.
• In terms 2wr2wrof 2wr2wrmarketing 2wr2wrcommunications 2wr2wrand 2wr2wrinternational
2wr2wr
2wr2wrimplications, 2wr2wrwhat 2wr2wris 2wr2wrstandardization?
Standardization: 2wr2wrA 2wr2wrprogram 2wr2wrin 2wr2wrwhich 2wr2wra 2wr2wrfirm 2wr2wrfeatures 2wr2wruniform
Concepts & Exam Prep
Ch. 2wr2wr1
• Understand 2wr2wrthe 2wr2wrcommunications 2wr2wrprocess 2wr2wrmodel, 2wr2wrfigure 2wr2wr1.1.
The 2wr2wrcommunication 2wr2wrmodel 2wr2wrshown 2wr2wrin 2wr2wrFigure 2wr2wr1.1 2wr2wrdisplays 2wr2wrthe 2wr2wrpathway 2wr2wra
2wr2wrmessage 2wr2wrtakes 2wr2wrfrom 2wr2wrone 2wr2wrperson 2wr2wrto 2wr2wranother 2wr2wror 2wr2wrothers. 2wr2wrAs 2wr2wra
2wr2wrperson, 2wr2wrgroup, 2wr2wror 2wr2wrorganization 2wr2wrsends 2wr2wran 2wr2wridea 2wr2wror 2wr2wrmessage,
2wr2wrcommunication 2 w r 2 w r occurs 2wr2wrwhen 2wr2wrthe 2wr2wrreceiver 2wr2wr(another 2wr2wrperson 2wr2wror
2wr2wrgroup) 2wr2wrcomprehends 2wr2wrthe 2wr2wrinformation.
- Sender: 2wr2wrThe 2wr2wrperson(s) 2wr2wrattempting 2wr2wrto 2wr2wrdeliver 2wr2wra 2wr2wrmessage 2wr2wror 2wr2wridea
- Encoding: 2wr2wrThe 2wr2wrverbal 2wr2wr(words, 2wr2wrsounds) 2wr2wrand 2wr2wrnonverbal 2wr2wr(gestures,
2wr2wrfacial 2wr2wrexpressions, 2wr2wrposture) 2wr2wrcues 2wr2wrthat 2wr2wrthe 2wr2wrsender 2wr2wrutilizes
2wr2wrin 2wr2wrdispatching 2wr2wra 2wr2wrmessage
- Transmission 2wr2wrdevice: 2wr2wrAll 2wr2wrthe 2wr2writems 2wr2wrthat 2wr2wrcarry 2wr2wra 2wr2wrmessage 2wr2wrfrom 2wr2wrthe
2wr2wrsender 2wr2wrto 2wr2wrthe 2wr2wrreceiver
- Decoding: 2wr2wroccurs 2wr2wrwhen 2wr2wrthe 2wr2wrreceiver 2wr2wremploys 2wr2wrany 2wr2wrof 2wr2wrhis 2wr2wror 2wr2wrher
2wr2wrsenses 2wr2wr(hearing, 2wr2wrseeing, 2wr2wrfeeling) 2wr2wrto 2wr2wrcapture 2wr2wra 2wr2wrmessage
- Receiver: 2wr2wrThe 2wr2wrintended 2wr2wraudience 2wr2wrfor 2wr2wra 2wr2wrmessage
- Feedback: 2 w r 2 w r The 2 w r 2 w r information 2 w r 2 w r the 2 w r 2 w r sender
2 w r 2 w r obtains 2 w r 2 w r from 2 w r 2 w r the 2 w r 2 w r receiver
2 w r 2 w r regarding 2 w r 2 w r the 2 w r 2 w r receiver’s 2 w r 2 w r perception 2wr2wror
2wr2wrinterpretation 2wr2wrof 2wr2wra 2wr2wrmessage
- Noise 2wr2wr= 2wr2wr//: 2wr2wrAnything 2wr2wrthat 2wr2wrdistorts 2wr2wror 2wr2wrdisrupts 2wr2wra 2wr2wrmessage
• Identify 2wr2wrthe 2wr2wr4 2wr2wrP’s 2wr2wrof 2wr2wrthe 2wr2wrmarketing 2wr2wrmix 2wr2wr(note, 2wr2wrdistribution 2wr2wris 2wr2wralso
2wr2wrreferred 2wr2wrto 2wr2wras 2wr2wrplace).
- Price
- Product
- Place 2wr2wr= 2wr2wrDistribution
- Promotions
• Identify 2wr2wrthe 2wr2wrsteps 2wr2wrin 2wr2wran 2wr2wrintegrated 2wr2wrmarketing 2wr2wrcommunications 2wr2wrplan,
2wr2wrfigure 2wr2wr1.4.
- Current 2wr2wrsituational 2wr2wranalysis
- SWOT2wr2wranalysis
,- Marketing 2wr2wrobjectives
- Target 2wr2wrmarket
- Marketing 2wr2wrstrategies
- Marketing 2wr2wrtactics
- Implementation
- Evaluation 2wr2wrof 2wr2wrperformance
, • Describe 2wr2wrthe 2wr2wrfour 2wr2wrways 2wr2wr consumers 2wr2wr interact 2wr2wr across 2wr2wr multiple media
2wr2wr
2wr2wrformats, 2wr2wrfigure 2wr2wr1.6.
- Content 2wr2wrgrazing: 2wr2wrlooking 2wr2wrat 2wr2wrtwo 2wr2wror 2wr2wrmore 2wr2wrscreens 2wr2wrsimultaneously
2wr2wrto 2wr2wraccess 2wr2wrcontent 2wr2wrthat 2wr2wris 2wr2wrnot 2wr2wrrelated. 2wr2wr(Someone 2wr2wrwatching
2wr2wrTV 2wr2wrand 2wr2wrtexting 2wr2wra 2wr2wrfriend 2wr2wrat 2wr2wrthe 2wr2wrsame)
- Investigative 2wr2wrSpider-webbing: 2wr2wrwhen 2wr2wra 2wr2wrconsumer 2wr2wrpursues 2wr2wror
2wr2wrinvestigates 2wr2wrspecific 2wr2wrcontent 2wr2wracross 2wr2wrmultiple 2wr2wrplatforms 2 w r 2 w r (A
2wr2wrperson 2wr2wrwatching 2wr2wra 2wr2wrfootball 2wr2wrgame 2wr2wrand 2wr2wraccessing 2wr2wrstats 2wr2wrfor
2wr2wrvarious 2wr2wrplayers 2 w r 2 w r on 2wr2wra 2wr2wrPC 2wr2wror 2wr2wrmobile 2wr2wrphone)
- Quantum 2wr2wrJourney: 2wr2wrconsumers 2wr2wrstart 2wr2wra 2wr2wrtask 2wr2wron 2wr2wrone 2wr2wrscreen 2wr2wr(their
2wr2wrphone, 2wr2wrfor 2wr2wrexample) 2wr2wrand 2wr2wrcontinue 2wr2writ 2wr2wron 2wr2wranother 2wr2wr(laptop 2wr2wror
2wr2wrPC).
- Social 2 w r 2 w r Spider-Webbing: 2 w r 2 w r when 2 w r 2 w r consumers 2 w r 2 w r share 2 w r 2 w r content 2 w r 2 w r or
2 w r 2 w r information 2 w r 2 w r across 2 w r 2 w r multiple 2 w r 2 w r devices.
(Posting 2wr2wrpictures 2wr2wron 2wr2wrFacebook 2wr2wrfrom 2wr2wra 2wr2wrlaptop 2wr2wrand 2wr2wrthen 2wr2wrtexting 2wr2wrfriends
2wr2wrto 2wr2wrgo 2wr2wrcheck 2wr2wrthem 2wr2wrout)
• Describe 2wr2wrbrand 2wr2wrparity
Brand 2wr2wrparity: 2wr2wrWhat 2wr2wroccurs 2wr2wrwhen 2wr2wrthere 2wr2wris 2wr2wrthe 2wr2wrperception 2wr2wrthat
2wr2wrmost 2wr2wrgoods 2wr2wrand 2wr2wrservices 2wr2wrare 2wr2wressentially 2wr2wrthe 2wr2wrsame. 2wr2wrWhen
2wr2wrconsumers 2wr2wrbelieve 2wr2wrthat 2wr2wrvarious 2wr2wrbrands 2wr2wrprovide 2wr2wrthe 2wr2wrsame 2wr2wrset
2wr2wrof 2wr2wrattributes, 2wr2wrquality 2wr2wrbecomes 2wr2wrless 2wr2wrof 2wr2wra 2wr2wrconcern 2wr2wrbecause
2wr2wrconsumers 2wr2wrperceive 2wr2wronly 2wr2wrminor 2wr2wrdifferences 2wr2wrbetween 2wr2wrbrands. 2wr2wrOther
2wr2wrcriteria 2wr2wr(price, 2wr2wravailability, 2wr2wror 2wr2wra 2wr2wrspecific 2wr2wrpromotional 2wr2wrdeal) 2wr2wrimpact
2wr2wrpurchase 2wr2wrdecisions. 2wr2wrDecline 2wr2wrin 2wr2wrbrand 2wr2wrloyalty: 2wr2wrconsumers 2wr2wrdo 2wr2wrnot
2wr2wrhave 2wr2wra 2wr2wrspecific 2wr2wrbrand 2wr2wrthey 2wr2wrbelieve 2wr2wris 2wr2wrsignificantly 2wr2wrsuperior, 2wr2wrso
2wr2wrthey 2wr2wrare 2wr2wrprone 2wr2wrto 2wr2wrswitching 2wr2wrbrands.
• In terms 2wr2wrof 2wr2wrmarketing 2wr2wrcommunications 2wr2wrand 2wr2wrinternational
2wr2wr
2wr2wrimplications, 2wr2wrwhat 2wr2wris 2wr2wrstandardization?
Standardization: 2wr2wrA 2wr2wrprogram 2wr2wrin 2wr2wrwhich 2wr2wra 2wr2wrfirm 2wr2wrfeatures 2wr2wruniform
