Comm-148 Midterm Study Guide Ch. 1-6
Ch. 1
• Understand the communications process model, figure 1.1.
The communication model shown in Figure 1.1 displays the pathway a message takes from one person to
another or others. As a person, group, or organization sends an idea or message, communication occurs
when the receiver (another person or group) comprehends the information.
- Sender: The person(s) attempting to deliver a message or idea
- Encoding: The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues
that the sender utilizes in dispatching a message
- Transmission device: All the items that carry a message from the sender to the receiver
- Decoding: occurs when the receiver employs any of his or her senses (hearing, seeing, feeling) to
capture a message
- Receiver: The intended audience for a message
- Feedback: The information the sender obtains from the receiver regarding the receiver’s
perception or interpretation of a message
- Noise = //: Anything that distorts or disrupts a message
• Identify the 4 P’s of the marketing mix (note, distribution is also referred to as place).
- Price
- Product
- Place = Distribution
- Promotions
• Identify the steps in an integrated marketing communications plan, figure 1.4.
- Current situational analysis
- SWOT analysis
- Marketing objectives
- Target market
- Marketing strategies
- Marketing tactics
- Implementation
- Evaluation of performance
, • Describe the four ways consumers interact across multiple media formats, figure 1.6.
- Content grazing: looking at two or more screens simultaneously to access content that is not
related. (Someone watching TV and texting a friend at the same)
- Investigative Spider-webbing: when a consumer pursues or investigates specific content across
multiple platforms (A person watching a football game and accessing stats for various players on
a PC or mobile phone)
- Quantum Journey: consumers start a task on one screen (their phone, for example) and continue
it on another (laptop or PC).
- Social Spider-Webbing: when consumers share content or information across multiple devices.
(Posting pictures on Facebook from a laptop and then texting friends to go check them out)
• Describe brand parity
Brand parity: What occurs when there is the perception that most goods and services are essentially
the same. When consumers believe that various brands provide the same set of attributes, quality
becomes less of a concern because consumers perceive only minor differences between brands.
Other criteria (price, availability, or a specific promotional deal) impact purchase decisions. Decline
in brand loyalty: consumers do not have a specific brand they believe is significantly superior, so they
are prone to switching brands.
• In terms of marketing communications and international implications, what is
standardization?
Standardization: A program in which a firm features uniform products, market offerings, and
message across countries with the goal of generating economies of scale in production while using
the same promotional theme. The language may be different, but the basic marketing message stays
the same.
• Be able to identify an example of standardization
Ch. 1
• Understand the communications process model, figure 1.1.
The communication model shown in Figure 1.1 displays the pathway a message takes from one person to
another or others. As a person, group, or organization sends an idea or message, communication occurs
when the receiver (another person or group) comprehends the information.
- Sender: The person(s) attempting to deliver a message or idea
- Encoding: The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues
that the sender utilizes in dispatching a message
- Transmission device: All the items that carry a message from the sender to the receiver
- Decoding: occurs when the receiver employs any of his or her senses (hearing, seeing, feeling) to
capture a message
- Receiver: The intended audience for a message
- Feedback: The information the sender obtains from the receiver regarding the receiver’s
perception or interpretation of a message
- Noise = //: Anything that distorts or disrupts a message
• Identify the 4 P’s of the marketing mix (note, distribution is also referred to as place).
- Price
- Product
- Place = Distribution
- Promotions
• Identify the steps in an integrated marketing communications plan, figure 1.4.
- Current situational analysis
- SWOT analysis
- Marketing objectives
- Target market
- Marketing strategies
- Marketing tactics
- Implementation
- Evaluation of performance
, • Describe the four ways consumers interact across multiple media formats, figure 1.6.
- Content grazing: looking at two or more screens simultaneously to access content that is not
related. (Someone watching TV and texting a friend at the same)
- Investigative Spider-webbing: when a consumer pursues or investigates specific content across
multiple platforms (A person watching a football game and accessing stats for various players on
a PC or mobile phone)
- Quantum Journey: consumers start a task on one screen (their phone, for example) and continue
it on another (laptop or PC).
- Social Spider-Webbing: when consumers share content or information across multiple devices.
(Posting pictures on Facebook from a laptop and then texting friends to go check them out)
• Describe brand parity
Brand parity: What occurs when there is the perception that most goods and services are essentially
the same. When consumers believe that various brands provide the same set of attributes, quality
becomes less of a concern because consumers perceive only minor differences between brands.
Other criteria (price, availability, or a specific promotional deal) impact purchase decisions. Decline
in brand loyalty: consumers do not have a specific brand they believe is significantly superior, so they
are prone to switching brands.
• In terms of marketing communications and international implications, what is
standardization?
Standardization: A program in which a firm features uniform products, market offerings, and
message across countries with the goal of generating economies of scale in production while using
the same promotional theme. The language may be different, but the basic marketing message stays
the same.
• Be able to identify an example of standardization
