Midterm Study Guide – COMM 148 | Chapters 1–6 | Key
Concepts & Exam Prep
Ch. 3rt2wr2wr1
• Understand 3rt2wr2wrthe 3rt2wr2wrcommunications 3rt2wr2wrprocess 3rt2wr2wrmodel, 3rt2wr2wrfigure 3rt2wr2wr1.1.
The communication 3rt2wr2wrmodel 3rt2wr2wrshown 3rt2wr2wrin 3rt2wr2wrFigure 3rt2wr2wr1.1 3rt2wr2wrdisplays 3rt2wr2wrthe
3rt2wr2wr
3rt2wr2wrpathway 3rt2wr2wra 3rt2wr2wrmessage 3rt2wr2wrtakes 3rt2wr2wrfrom 3rt2wr2wrone 3rt2wr2wrperson 3rt2wr2wrto 3rt2wr2wranother
3rt2wr2wror 3rt2wr2wrothers. 3rt2wr2wrAs 3rt2wr2wra 3rt2wr2wrperson, 3rt2wr2wrgroup, 3rt2wr2wror 3rt2wr2wrorganization 3rt2wr2wrsends
3rt2wr2wran 3rt2wr2wridea 3rt2wr2wror 3rt2wr2wrmessage, 3rt2wr2wrcommunication 3 r t 2 w r 2 w r occurs 3rt2wr2wrwhen
3rt2wr2wrthe 3rt2wr2wrreceiver 3rt2wr2wr(another 3rt2wr2wrperson 3rt2wr2wror 3rt2wr2wrgroup) 3rt2wr2wrcomprehends 3rt2wr2wrthe
3rt2wr2wrinformation.
- Sender: 3rt2wr2wrThe 3rt2wr2wrperson(s) 3rt2wr2wrattempting 3rt2wr2wrto 3rt2wr2wrdeliver 3rt2wr2wra 3rt2wr2wrmessage 3rt2wr2wror
3rt2wr2wridea
- Encoding: 3rt2wr2wrThe 3rt2wr2wrverbal 3rt2wr2wr(words, 3rt2wr2wrsounds) 3rt2wr2wrand 3rt2wr2wrnonverbal
3rt2wr2wr(gestures, 3rt2wr2wrfacial 3rt2wr2wrexpressions, 3rt2wr2wrposture) 3rt2wr2wrcues 3rt2wr2wrthat 3rt2wr2wrthe
3rt2wr2wrsender 3rt2wr2wrutilizes 3rt2wr2wrin 3rt2wr2wrdispatching 3rt2wr2wra 3rt2wr2wrmessage
- Transmission 3rt2wr2wrdevice: 3rt2wr2wrAll 3rt2wr2wrthe 3rt2wr2writems 3rt2wr2wrthat 3rt2wr2wrcarry 3rt2wr2wra 3rt2wr2wrmessage
3rt2wr2wrfrom 3rt2wr2wrthe 3rt2wr2wrsender 3rt2wr2wrto 3rt2wr2wrthe 3rt2wr2wrreceiver
- Decoding: 3rt2wr2wroccurs 3rt2wr2wrwhen 3rt2wr2wrthe 3rt2wr2wrreceiver 3rt2wr2wremploys 3rt2wr2wrany 3rt2wr2wrof 3rt2wr2wrhis
3rt2wr2wror 3rt2wr2wrher 3rt2wr2wrsenses 3rt2wr2wr(hearing, 3rt2wr2wrseeing, 3rt2wr2wrfeeling) 3rt2wr2wrto 3rt2wr2wrcapture 3rt2wr2wra
3rt2wr2wrmessage
- Receiver: 3rt2wr2wrThe 3rt2wr2wrintended 3rt2wr2wraudience 3rt2wr2wrfor 3rt2wr2wra 3rt2wr2wrmessage
- Feedback: 3 r t 2 w r 2 w r The 3 r t 2 w r 2 w r information 3 r t 2 w r 2 w r the
3 r t 2 w r 2 w r sender 3 r t 2 w r 2 w r obtains 3 r t 2 w r 2 w r from
3 r t 2 w r 2 w r the 3 r t 2 w r 2 w r receiver 3 r t 2 w r 2 w r regarding
3 r t 2 w r 2 w r the 3 r t 2 w r 2 w r receiver’s 3 r t 2 w r 2 w r perception 3rt2wr2wror
3rt2wr2wrinterpretation 3rt2wr2wrof 3rt2wr2wra 3rt2wr2wrmessage
- Noise 3rt2wr2wr= 3rt2wr2wr//: 3rt2wr2wrAnything 3rt2wr2wrthat 3rt2wr2wrdistorts 3rt2wr2wror 3rt2wr2wrdisrupts 3rt2wr2wra 3rt2wr2wrmessage
• Identify 3rt2wr2wrthe 3rt2wr2wr4 3rt2wr2wrP’s 3rt2wr2wrof 3rt2wr2wrthe 3rt2wr2wrmarketing 3rt2wr2wrmix 3rt2wr2wr(note, 3rt2wr2wrdistribution
3rt2wr2wris 3rt2wr2wralso 3rt2wr2wrreferred 3rt2wr2wrto 3rt2wr2wras 3rt2wr2wrplace).
- Price
- Product
- Place 3rt2wr2wr= 3rt2wr2wrDistribution
- Promotions
,• Identify 3rt2wr2wrthe3rt2wr2wrsteps 3rt2wr2wrin 3rt2wr2wran 3rt2wr2wrintegrated 3rt2wr2wrmarketing 3rt2wr2wrcommunications
3rt2wr2wrplan, 3rt2wr2wrfigure 3rt2wr2wr1.4.
- Current 3rt2wr2wrsituational 3rt2wr2wranalysis
- SWOT3rt2wr2wranalysis
- Marketing 3rt2wr2wrobjectives
- Target 3rt2wr2wrmarket
- Marketing 3rt2wr2wrstrategies
- Marketing 3rt2wr2wrtactics
- Implementation
- Evaluation 3rt2wr2wrof 3rt2wr2wrperformance
, • Describe 3rt2wr2wrthe 3rt2wr2wrfour 3rt2wr2wrways 3rt2wr2wrconsumers 3rt2wr2wr interact 3rt2wr2wr across 3rt2wr2wr multiple
3rt2wr2wrmedia 3rt2wr2wrformats, 3rt2wr2wrfigure 3rt2wr2wr1.6.
- Content 3rt2wr2wrgrazing: 3rt2wr2wrlooking 3rt2wr2wrat 3rt2wr2wrtwo 3rt2wr2wror 3rt2wr2wrmore 3rt2wr2wrscreens
3rt2wr2wrsimultaneously 3rt2wr2wrto 3rt2wr2wraccess 3rt2wr2wrcontent 3rt2wr2wrthat 3rt2wr2wris 3rt2wr2wrnot
3rt2wr2wrrelated. 3rt2wr2wr(Someone 3rt2wr2wrwatching 3rt2wr2wrTV 3rt2wr2wrand 3rt2wr2wrtexting 3rt2wr2wra 3rt2wr2wrfriend
3rt2wr2wrat 3rt2wr2wrthe 3rt2wr2wrsame)
- Investigative 3rt2wr2wrSpider-webbing: 3rt2wr2wrwhen 3rt2wr2wra 3rt2wr2wrconsumer 3rt2wr2wrpursues 3rt2wr2wror
3rt2wr2wrinvestigates 3rt2wr2wrspecific 3rt2wr2wrcontent 3rt2wr2wracross 3rt2wr2wrmultiple 3rt2wr2wrplatforms
3 r t 2 w r 2 w r (A 3rt2wr2wrperson 3rt2wr2wrwatching 3rt2wr2wra 3rt2wr2wrfootball 3rt2wr2wrgame 3rt2wr2wrand
3rt2wr2wraccessing 3rt2wr2wrstats 3rt2wr2wrfor 3rt2wr2wrvarious 3rt2wr2wrplayers 3 r t 2 w r 2 w r on 3rt2wr2wra 3rt2wr2wrPC
3rt2wr2wror 3rt2wr2wrmobile 3rt2wr2wrphone)
- Quantum 3rt2wr2wrJourney: 3rt2wr2wrconsumers 3rt2wr2wrstart 3rt2wr2wra 3rt2wr2wrtask 3rt2wr2wron 3rt2wr2wrone 3rt2wr2wrscreen
3rt2wr2wr(their 3rt2wr2wrphone, 3rt2wr2wrfor 3rt2wr2wrexample) 3rt2wr2wrand 3rt2wr2wrcontinue 3rt2wr2writ 3rt2wr2wron
3rt2wr2wranother 3rt2wr2wr(laptop 3rt2wr2wror 3rt2wr2wrPC).
- Social 3 r t 2 w r 2 w r Spider-Webbing: 3 r t 2 w r 2 w r when 3 r t 2 w r 2 w r consumers 3 r t 2 w r 2 w r share 3 r t 2 w r 2 w r content
3 r t 2 w r 2 w r or 3 r t 2 w r 2 w r information 3 r t 2 w r 2 w r across 3 r t 2 w r 2 w r multiple 3 r t 2 w r 2 w r devices.
(Posting 3rt2wr2wrpictures 3rt2wr2wron 3rt2wr2wrFacebook 3rt2wr2wrfrom 3rt2wr2wra 3rt2wr2wrlaptop 3rt2wr2wrand 3rt2wr2wrthen 3rt2wr2wrtexting
3rt2wr2wrfriends 3rt2wr2wrto 3rt2wr2wrgo 3rt2wr2wrcheck 3rt2wr2wrthem 3rt2wr2wrout)
• Describe 3rt2wr2wrbrand 3rt2wr2wrparity
Brand 3rt2wr2wrparity: 3rt2wr2wrWhat 3rt2wr2wroccurs 3rt2wr2wrwhen 3rt2wr2wrthere 3rt2wr2wris 3rt2wr2wrthe 3rt2wr2wrperception
3rt2wr2wrthat 3rt2wr2wrmost 3rt2wr2wrgoods 3rt2wr2wrand 3rt2wr2wrservices 3rt2wr2wrare 3rt2wr2wressentially 3rt2wr2wrthe
3rt2wr2wrsame. 3rt2wr2wrWhen 3rt2wr2wrconsumers 3rt2wr2wrbelieve 3rt2wr2wrthat 3rt2wr2wrvarious 3rt2wr2wrbrands
3rt2wr2wrprovide 3rt2wr2wrthe 3rt2wr2wrsame 3rt2wr2wrset 3rt2wr2wrof 3rt2wr2wrattributes, 3rt2wr2wrquality 3rt2wr2wrbecomes
3rt2wr2wrless 3rt2wr2wrof 3rt2wr2wra 3rt2wr2wrconcern 3rt2wr2wrbecause 3rt2wr2wrconsumers 3rt2wr2wrperceive 3rt2wr2wronly
3rt2wr2wrminor 3rt2wr2wrdifferences 3rt2wr2wrbetween 3rt2wr2wrbrands. 3rt2wr2wrOther 3rt2wr2wrcriteria 3rt2wr2wr(price,
3rt2wr2wravailability, 3rt2wr2wror 3rt2wr2wra 3rt2wr2wrspecific 3rt2wr2wrpromotional 3rt2wr2wrdeal) 3rt2wr2wrimpact
3rt2wr2wrpurchase 3rt2wr2wrdecisions. 3rt2wr2wrDecline 3rt2wr2wrin 3rt2wr2wrbrand 3rt2wr2wrloyalty: 3rt2wr2wrconsumers
3rt2wr2wrdo 3rt2wr2wrnot 3rt2wr2wrhave 3rt2wr2wra 3rt2wr2wrspecific 3rt2wr2wrbrand 3rt2wr2wrthey 3rt2wr2wrbelieve 3rt2wr2wris
3rt2wr2wrsignificantly 3rt2wr2wrsuperior, 3rt2wr2wrso 3rt2wr2wrthey 3rt2wr2wrare 3rt2wr2wrprone 3rt2wr2wrto 3rt2wr2wrswitching
3rt2wr2wrbrands.
Concepts & Exam Prep
Ch. 3rt2wr2wr1
• Understand 3rt2wr2wrthe 3rt2wr2wrcommunications 3rt2wr2wrprocess 3rt2wr2wrmodel, 3rt2wr2wrfigure 3rt2wr2wr1.1.
The communication 3rt2wr2wrmodel 3rt2wr2wrshown 3rt2wr2wrin 3rt2wr2wrFigure 3rt2wr2wr1.1 3rt2wr2wrdisplays 3rt2wr2wrthe
3rt2wr2wr
3rt2wr2wrpathway 3rt2wr2wra 3rt2wr2wrmessage 3rt2wr2wrtakes 3rt2wr2wrfrom 3rt2wr2wrone 3rt2wr2wrperson 3rt2wr2wrto 3rt2wr2wranother
3rt2wr2wror 3rt2wr2wrothers. 3rt2wr2wrAs 3rt2wr2wra 3rt2wr2wrperson, 3rt2wr2wrgroup, 3rt2wr2wror 3rt2wr2wrorganization 3rt2wr2wrsends
3rt2wr2wran 3rt2wr2wridea 3rt2wr2wror 3rt2wr2wrmessage, 3rt2wr2wrcommunication 3 r t 2 w r 2 w r occurs 3rt2wr2wrwhen
3rt2wr2wrthe 3rt2wr2wrreceiver 3rt2wr2wr(another 3rt2wr2wrperson 3rt2wr2wror 3rt2wr2wrgroup) 3rt2wr2wrcomprehends 3rt2wr2wrthe
3rt2wr2wrinformation.
- Sender: 3rt2wr2wrThe 3rt2wr2wrperson(s) 3rt2wr2wrattempting 3rt2wr2wrto 3rt2wr2wrdeliver 3rt2wr2wra 3rt2wr2wrmessage 3rt2wr2wror
3rt2wr2wridea
- Encoding: 3rt2wr2wrThe 3rt2wr2wrverbal 3rt2wr2wr(words, 3rt2wr2wrsounds) 3rt2wr2wrand 3rt2wr2wrnonverbal
3rt2wr2wr(gestures, 3rt2wr2wrfacial 3rt2wr2wrexpressions, 3rt2wr2wrposture) 3rt2wr2wrcues 3rt2wr2wrthat 3rt2wr2wrthe
3rt2wr2wrsender 3rt2wr2wrutilizes 3rt2wr2wrin 3rt2wr2wrdispatching 3rt2wr2wra 3rt2wr2wrmessage
- Transmission 3rt2wr2wrdevice: 3rt2wr2wrAll 3rt2wr2wrthe 3rt2wr2writems 3rt2wr2wrthat 3rt2wr2wrcarry 3rt2wr2wra 3rt2wr2wrmessage
3rt2wr2wrfrom 3rt2wr2wrthe 3rt2wr2wrsender 3rt2wr2wrto 3rt2wr2wrthe 3rt2wr2wrreceiver
- Decoding: 3rt2wr2wroccurs 3rt2wr2wrwhen 3rt2wr2wrthe 3rt2wr2wrreceiver 3rt2wr2wremploys 3rt2wr2wrany 3rt2wr2wrof 3rt2wr2wrhis
3rt2wr2wror 3rt2wr2wrher 3rt2wr2wrsenses 3rt2wr2wr(hearing, 3rt2wr2wrseeing, 3rt2wr2wrfeeling) 3rt2wr2wrto 3rt2wr2wrcapture 3rt2wr2wra
3rt2wr2wrmessage
- Receiver: 3rt2wr2wrThe 3rt2wr2wrintended 3rt2wr2wraudience 3rt2wr2wrfor 3rt2wr2wra 3rt2wr2wrmessage
- Feedback: 3 r t 2 w r 2 w r The 3 r t 2 w r 2 w r information 3 r t 2 w r 2 w r the
3 r t 2 w r 2 w r sender 3 r t 2 w r 2 w r obtains 3 r t 2 w r 2 w r from
3 r t 2 w r 2 w r the 3 r t 2 w r 2 w r receiver 3 r t 2 w r 2 w r regarding
3 r t 2 w r 2 w r the 3 r t 2 w r 2 w r receiver’s 3 r t 2 w r 2 w r perception 3rt2wr2wror
3rt2wr2wrinterpretation 3rt2wr2wrof 3rt2wr2wra 3rt2wr2wrmessage
- Noise 3rt2wr2wr= 3rt2wr2wr//: 3rt2wr2wrAnything 3rt2wr2wrthat 3rt2wr2wrdistorts 3rt2wr2wror 3rt2wr2wrdisrupts 3rt2wr2wra 3rt2wr2wrmessage
• Identify 3rt2wr2wrthe 3rt2wr2wr4 3rt2wr2wrP’s 3rt2wr2wrof 3rt2wr2wrthe 3rt2wr2wrmarketing 3rt2wr2wrmix 3rt2wr2wr(note, 3rt2wr2wrdistribution
3rt2wr2wris 3rt2wr2wralso 3rt2wr2wrreferred 3rt2wr2wrto 3rt2wr2wras 3rt2wr2wrplace).
- Price
- Product
- Place 3rt2wr2wr= 3rt2wr2wrDistribution
- Promotions
,• Identify 3rt2wr2wrthe3rt2wr2wrsteps 3rt2wr2wrin 3rt2wr2wran 3rt2wr2wrintegrated 3rt2wr2wrmarketing 3rt2wr2wrcommunications
3rt2wr2wrplan, 3rt2wr2wrfigure 3rt2wr2wr1.4.
- Current 3rt2wr2wrsituational 3rt2wr2wranalysis
- SWOT3rt2wr2wranalysis
- Marketing 3rt2wr2wrobjectives
- Target 3rt2wr2wrmarket
- Marketing 3rt2wr2wrstrategies
- Marketing 3rt2wr2wrtactics
- Implementation
- Evaluation 3rt2wr2wrof 3rt2wr2wrperformance
, • Describe 3rt2wr2wrthe 3rt2wr2wrfour 3rt2wr2wrways 3rt2wr2wrconsumers 3rt2wr2wr interact 3rt2wr2wr across 3rt2wr2wr multiple
3rt2wr2wrmedia 3rt2wr2wrformats, 3rt2wr2wrfigure 3rt2wr2wr1.6.
- Content 3rt2wr2wrgrazing: 3rt2wr2wrlooking 3rt2wr2wrat 3rt2wr2wrtwo 3rt2wr2wror 3rt2wr2wrmore 3rt2wr2wrscreens
3rt2wr2wrsimultaneously 3rt2wr2wrto 3rt2wr2wraccess 3rt2wr2wrcontent 3rt2wr2wrthat 3rt2wr2wris 3rt2wr2wrnot
3rt2wr2wrrelated. 3rt2wr2wr(Someone 3rt2wr2wrwatching 3rt2wr2wrTV 3rt2wr2wrand 3rt2wr2wrtexting 3rt2wr2wra 3rt2wr2wrfriend
3rt2wr2wrat 3rt2wr2wrthe 3rt2wr2wrsame)
- Investigative 3rt2wr2wrSpider-webbing: 3rt2wr2wrwhen 3rt2wr2wra 3rt2wr2wrconsumer 3rt2wr2wrpursues 3rt2wr2wror
3rt2wr2wrinvestigates 3rt2wr2wrspecific 3rt2wr2wrcontent 3rt2wr2wracross 3rt2wr2wrmultiple 3rt2wr2wrplatforms
3 r t 2 w r 2 w r (A 3rt2wr2wrperson 3rt2wr2wrwatching 3rt2wr2wra 3rt2wr2wrfootball 3rt2wr2wrgame 3rt2wr2wrand
3rt2wr2wraccessing 3rt2wr2wrstats 3rt2wr2wrfor 3rt2wr2wrvarious 3rt2wr2wrplayers 3 r t 2 w r 2 w r on 3rt2wr2wra 3rt2wr2wrPC
3rt2wr2wror 3rt2wr2wrmobile 3rt2wr2wrphone)
- Quantum 3rt2wr2wrJourney: 3rt2wr2wrconsumers 3rt2wr2wrstart 3rt2wr2wra 3rt2wr2wrtask 3rt2wr2wron 3rt2wr2wrone 3rt2wr2wrscreen
3rt2wr2wr(their 3rt2wr2wrphone, 3rt2wr2wrfor 3rt2wr2wrexample) 3rt2wr2wrand 3rt2wr2wrcontinue 3rt2wr2writ 3rt2wr2wron
3rt2wr2wranother 3rt2wr2wr(laptop 3rt2wr2wror 3rt2wr2wrPC).
- Social 3 r t 2 w r 2 w r Spider-Webbing: 3 r t 2 w r 2 w r when 3 r t 2 w r 2 w r consumers 3 r t 2 w r 2 w r share 3 r t 2 w r 2 w r content
3 r t 2 w r 2 w r or 3 r t 2 w r 2 w r information 3 r t 2 w r 2 w r across 3 r t 2 w r 2 w r multiple 3 r t 2 w r 2 w r devices.
(Posting 3rt2wr2wrpictures 3rt2wr2wron 3rt2wr2wrFacebook 3rt2wr2wrfrom 3rt2wr2wra 3rt2wr2wrlaptop 3rt2wr2wrand 3rt2wr2wrthen 3rt2wr2wrtexting
3rt2wr2wrfriends 3rt2wr2wrto 3rt2wr2wrgo 3rt2wr2wrcheck 3rt2wr2wrthem 3rt2wr2wrout)
• Describe 3rt2wr2wrbrand 3rt2wr2wrparity
Brand 3rt2wr2wrparity: 3rt2wr2wrWhat 3rt2wr2wroccurs 3rt2wr2wrwhen 3rt2wr2wrthere 3rt2wr2wris 3rt2wr2wrthe 3rt2wr2wrperception
3rt2wr2wrthat 3rt2wr2wrmost 3rt2wr2wrgoods 3rt2wr2wrand 3rt2wr2wrservices 3rt2wr2wrare 3rt2wr2wressentially 3rt2wr2wrthe
3rt2wr2wrsame. 3rt2wr2wrWhen 3rt2wr2wrconsumers 3rt2wr2wrbelieve 3rt2wr2wrthat 3rt2wr2wrvarious 3rt2wr2wrbrands
3rt2wr2wrprovide 3rt2wr2wrthe 3rt2wr2wrsame 3rt2wr2wrset 3rt2wr2wrof 3rt2wr2wrattributes, 3rt2wr2wrquality 3rt2wr2wrbecomes
3rt2wr2wrless 3rt2wr2wrof 3rt2wr2wra 3rt2wr2wrconcern 3rt2wr2wrbecause 3rt2wr2wrconsumers 3rt2wr2wrperceive 3rt2wr2wronly
3rt2wr2wrminor 3rt2wr2wrdifferences 3rt2wr2wrbetween 3rt2wr2wrbrands. 3rt2wr2wrOther 3rt2wr2wrcriteria 3rt2wr2wr(price,
3rt2wr2wravailability, 3rt2wr2wror 3rt2wr2wra 3rt2wr2wrspecific 3rt2wr2wrpromotional 3rt2wr2wrdeal) 3rt2wr2wrimpact
3rt2wr2wrpurchase 3rt2wr2wrdecisions. 3rt2wr2wrDecline 3rt2wr2wrin 3rt2wr2wrbrand 3rt2wr2wrloyalty: 3rt2wr2wrconsumers
3rt2wr2wrdo 3rt2wr2wrnot 3rt2wr2wrhave 3rt2wr2wra 3rt2wr2wrspecific 3rt2wr2wrbrand 3rt2wr2wrthey 3rt2wr2wrbelieve 3rt2wr2wris
3rt2wr2wrsignificantly 3rt2wr2wrsuperior, 3rt2wr2wrso 3rt2wr2wrthey 3rt2wr2wrare 3rt2wr2wrprone 3rt2wr2wrto 3rt2wr2wrswitching
3rt2wr2wrbrands.
