Midterm Study Guide – COMM 148 | Chapters 1–6 | Key
Concepts & Exam Prep
Ch. 9n1
• Understand 9nthe 9ncommunications 9nprocess 9nmodel, 9nfigure 9n1.1.
The 9ncommunication 9nmodel 9nshown 9nin 9nFigure 9n1.1 9ndisplays 9nthe 9npathway 9na 9nmessage 9ntakes 9nfrom
9none 9nperson 9nto 9nanother 9nor 9nothers. 9nAs 9na 9nperson, 9ngroup, 9nor 9norganization 9nsends 9nan 9nidea 9nor
9nmessage, 9ncommunication 9 n occurs 9nwhen 9nthe 9nreceiver 9n(another 9nperson 9nor 9ngroup)
9ncomprehends 9nthe 9ninformation.
- Sender: 9nThe 9nperson(s) 9nattempting 9nto 9ndeliver 9na 9nmessage 9nor 9nidea
- Encoding: 9nThe 9nverbal 9n(words, 9nsounds) 9nand 9nnonverbal 9n(gestures, 9nfacial
9nexpressions, 9nposture) 9ncues 9nthat 9nthe 9nsender 9nutilizes 9nin 9ndispatching 9na 9nmessage
- Transmission 9ndevice: 9nAll 9nthe 9nitems 9nthat 9ncarry 9na 9nmessage 9nfrom 9nthe 9nsender 9nto 9nthe 9nreceiver
- Decoding: 9noccurs 9nwhen 9nthe 9nreceiver 9nemploys 9nany 9nof 9nhis 9nor 9nher 9nsenses 9n(hearing,
9nseeing, 9nfeeling) 9nto 9ncapture 9na 9nmessage
- Receiver: 9nThe 9nintended 9naudience 9nfor 9na 9nmessage
- Feedback: 9 n The 9 n information 9 n the 9 n sender 9 n obtains 9 n from 9 n the
9 n receiver 9 n regarding 9 n the 9 n receiver’s 9 n perception 9nor 9ninterpretation 9nof 9na
9nmessage
- Noise 9n= 9n//: 9nAnything 9nthat 9ndistorts 9nor 9ndisrupts 9na 9nmessage
• Identify 9nthe 9n4 9nP’s 9nof 9nthe 9nmarketing 9nmix 9n(note, 9ndistribution 9nis 9nalso 9nreferred 9nto 9nas 9nplace).
- Price
- Product
- Place 9n= 9nDistribution
- Promotions
• Identify 9nthe9nsteps 9nin 9nan 9nintegrated 9nmarketing 9ncommunications 9nplan, 9nfigure 9n1.4.
- Current 9nsituational 9nanalysis
- SWOT9nanalysis
- Marketing 9nobjectives
- Target 9nmarket
- Marketing 9nstrategies
- Marketing 9ntactics
- Implementation
- Evaluation 9nof 9nperformance
,• Describe 9nthe 9nfour 9nways 9nconsumers 9ninteract 9nacross 9nmultiple 9nmedia 9nformats, 9nfigure 9n1.6.
- Content 9ngrazing: 9nlooking 9nat 9ntwo 9nor 9nmore 9nscreens 9nsimultaneously 9nto 9naccess 9ncontent
9nthat 9nis 9nnot 9nrelated. 9n(Someone 9nwatching 9nTV 9nand 9ntexting 9na 9nfriend 9nat 9nthe 9nsame)
- Investigative 9nSpider-webbing: 9nwhen 9na 9nconsumer 9npursues 9nor 9ninvestigates 9nspecific
9ncontent 9nacross 9nmultiple 9nplatforms 9 n (A 9nperson 9nwatching 9na 9nfootball 9ngame 9nand
9naccessing 9nstats 9nfor 9nvarious 9nplayers 9 n on 9na 9nPC 9nor 9nmobile 9nphone)
- Quantum 9nJourney: 9nconsumers 9nstart 9na 9ntask 9non 9none 9nscreen 9n(their 9nphone, 9nfor 9nexample)
9nand 9ncontinue 9nit 9non 9nanother 9n(laptop 9nor 9nPC).
- Social 9 n Spider-Webbing: 9 n when 9 n consumers 9 n share 9 n content 9 n or 9 n information 9 n across
9 n multiple 9 n devices.
(Posting 9npictures 9non 9nFacebook 9nfrom 9na 9nlaptop 9nand 9nthen 9ntexting 9nfriends 9nto 9ngo 9ncheck 9nthem
9nout)
• Describe 9nbrand 9nparity
Brand 9nparity: 9nWhat 9noccurs 9nwhen 9nthere 9nis 9nthe 9nperception 9nthat 9nmost 9ngoods 9nand 9nservices
9nare 9nessentially 9nthe 9nsame. 9nWhen 9nconsumers 9nbelieve 9nthat 9nvarious 9nbrands 9nprovide 9nthe
9nsame 9nset 9nof 9nattributes, 9nquality 9nbecomes 9nless 9nof 9na 9nconcern 9nbecause 9nconsumers
9nperceive 9nonly 9nminor 9ndifferences 9nbetween 9nbrands. 9nOther 9ncriteria 9n(price, 9navailability, 9nor 9na
9nspecific 9npromotional 9ndeal) 9nimpact 9npurchase 9ndecisions. 9nDecline 9nin 9nbrand 9nloyalty:
9nconsumers 9ndo 9nnot 9nhave 9na 9nspecific 9nbrand 9nthey 9nbelieve 9nis 9nsignificantly 9nsuperior, 9nso 9nthey
9nare 9nprone 9nto 9nswitching 9nbrands.
• In 9nterms 9nof 9nmarketing 9ncommunications 9nand 9ninternational 9nimplications, 9nwhat 9nis
9nstandardization?
Standardization: 9nA 9nprogram 9nin 9nwhich 9na 9nfirm 9nfeatures 9nuniform 9nproducts, 9nmarket
9nofferings, 9nand 9nmessage 9nacross 9ncountries 9nwith 9nthe 9ngoal 9nof 9ngenerating 9neconomies 9nof
9nscale 9nin 9nproduction 9nwhile 9nusing 9nthe 9nsame 9npromotional 9ntheme. 9nThe 9nlanguage 9nmay 9nbe
9ndifferent, 9nbut 9nthe 9nbasic 9nmarketing 9nmessage 9nstays 9nthe 9nsame.
• Be 9nable 9nto 9nidentify 9nan 9nexample 9nof 9nstandardization
, The 9nCoca-Cola 9nCompany 9nuses 9nglobal 9nstandardization 9nin 9nmarketing 9nby 9nkeeping 9nthe
9nappearance 9nof 9nthe 9nproduct 9nrelatively 9nunchanged 9nbetween 9ndifferent 9nmarkets.
Ch. 9n2
• Identify 9ntangible 9nand9nintangible 9nelements 9nof 9nbrand9nimage,
9nfigure 9n2.1 9nTangible 9nelements:
- Goods 9nor 9nservices 9nsold
- Retail 9noutlets 9nwhere 9nthe 9nproduct 9nis 9nsold
- Advertising
- Marketing 9ncommunications
- Name 9nand 9n logo
- Package 9nand 9nlabels
- Employees
Intangibleelements:
- Corporate 9npersonnel
Ideals
9nBeliefs
9nCondu
ct
- Environment 9 n policies
- Corporate 9nculture
- Country 9nlocation
- Media 9nreports
• Understandbrandimage 9nandrejuvenating
9nabrandimage. 9nBrand 9nimage:
Benefits 9nto 9nconsumers:
- Provides 9nconfidence 9nregarding 9npurchase 9ndecisions
- Gives 9nassurance 9nabout 9nthe 9npurchase 9nwhen 9nthe 9nbuyer 9nhas 9nlittle 9nor 9nno 9nprevious 9nexperience
- Reduces 9nsearch 9ntime 9nin 9na 9npurchase 9ndecision
- Provides9npsychological9nreinforcement9nand9nsocialacceptance 9nofthe
9npurchase 9nBenefits 9nto 9ncompanies:
- Extension 9nof 9npositive 9ncustomer 9nfeelings 9nto 9nnew 9nproducts
- Ability 9nto 9ncharge 9na 9nhigher 9nprice 9nor 9nfee
- Consumer 9nloyalty 9nleading 9nto 9nmore 9nfrequent 9npurchases
- Positive 9n word-of-mouth 9 n endorsements
- Higher 9nlevel 9nof 9nchannel 9npower
- Ability 9nto 9nattract 9nquality 9nemployees
- More 9nfavorable 9nratings 9nby 9nfinancial 9nobservers 9nand 9nanalysts
Marketers 9nstudy 9nthe 9nbrand’s 9nimage 9nto 9nidentify 9nits 9nstrengths 9nand 9nweaknesses. 9nOnce 9na 9nteam
9nunderstands 9nhow 9nvarious 9ngroups 9nview 9nthe 9nbrand, 9ndecisions 9nare 9nmade 9nto 9ncorrect
9nmisperceptions 9nand/or 9nbuild 9non 9nthe 9nimage 9nthat 9ncustomers 9ncurrently 9nhold. 9nMarketers 9nthen
9ntailor 9nfuture 9ncommunications 9nto 9npromote 9nthe 9ntarget 9 n image. 9 n The 9 n right 9 n image 9 n sends 9 n a
9 n clear 9 n message 9 n about 9 n the 9 n unique 9 n nature 9 n of 9 n an 9 n organization 9 n and 9nits 9nproducts. 9nA
9nstrong 9nimage 9naccurately 9nportrays 9nwhat 9nthe 9nfirm 9nsells.
Rejuvenating 9 n a 9nbrand 9nimage: 9 n Rejuvenating 9nan 9nimage 9nhelps 9na 9nfirm 9nsell 9nnew 9nproducts
9nand 9ncan 9nattract 9 n new 9ncustomers. 9 n Reinforcing 9 n previous 9 n aspects 9 n of 9 n an 9 n image
9 n enables 9 n the 9 n company 9 n to 9 n retain 9 n loyal 9npatrons 9 n and
Concepts & Exam Prep
Ch. 9n1
• Understand 9nthe 9ncommunications 9nprocess 9nmodel, 9nfigure 9n1.1.
The 9ncommunication 9nmodel 9nshown 9nin 9nFigure 9n1.1 9ndisplays 9nthe 9npathway 9na 9nmessage 9ntakes 9nfrom
9none 9nperson 9nto 9nanother 9nor 9nothers. 9nAs 9na 9nperson, 9ngroup, 9nor 9norganization 9nsends 9nan 9nidea 9nor
9nmessage, 9ncommunication 9 n occurs 9nwhen 9nthe 9nreceiver 9n(another 9nperson 9nor 9ngroup)
9ncomprehends 9nthe 9ninformation.
- Sender: 9nThe 9nperson(s) 9nattempting 9nto 9ndeliver 9na 9nmessage 9nor 9nidea
- Encoding: 9nThe 9nverbal 9n(words, 9nsounds) 9nand 9nnonverbal 9n(gestures, 9nfacial
9nexpressions, 9nposture) 9ncues 9nthat 9nthe 9nsender 9nutilizes 9nin 9ndispatching 9na 9nmessage
- Transmission 9ndevice: 9nAll 9nthe 9nitems 9nthat 9ncarry 9na 9nmessage 9nfrom 9nthe 9nsender 9nto 9nthe 9nreceiver
- Decoding: 9noccurs 9nwhen 9nthe 9nreceiver 9nemploys 9nany 9nof 9nhis 9nor 9nher 9nsenses 9n(hearing,
9nseeing, 9nfeeling) 9nto 9ncapture 9na 9nmessage
- Receiver: 9nThe 9nintended 9naudience 9nfor 9na 9nmessage
- Feedback: 9 n The 9 n information 9 n the 9 n sender 9 n obtains 9 n from 9 n the
9 n receiver 9 n regarding 9 n the 9 n receiver’s 9 n perception 9nor 9ninterpretation 9nof 9na
9nmessage
- Noise 9n= 9n//: 9nAnything 9nthat 9ndistorts 9nor 9ndisrupts 9na 9nmessage
• Identify 9nthe 9n4 9nP’s 9nof 9nthe 9nmarketing 9nmix 9n(note, 9ndistribution 9nis 9nalso 9nreferred 9nto 9nas 9nplace).
- Price
- Product
- Place 9n= 9nDistribution
- Promotions
• Identify 9nthe9nsteps 9nin 9nan 9nintegrated 9nmarketing 9ncommunications 9nplan, 9nfigure 9n1.4.
- Current 9nsituational 9nanalysis
- SWOT9nanalysis
- Marketing 9nobjectives
- Target 9nmarket
- Marketing 9nstrategies
- Marketing 9ntactics
- Implementation
- Evaluation 9nof 9nperformance
,• Describe 9nthe 9nfour 9nways 9nconsumers 9ninteract 9nacross 9nmultiple 9nmedia 9nformats, 9nfigure 9n1.6.
- Content 9ngrazing: 9nlooking 9nat 9ntwo 9nor 9nmore 9nscreens 9nsimultaneously 9nto 9naccess 9ncontent
9nthat 9nis 9nnot 9nrelated. 9n(Someone 9nwatching 9nTV 9nand 9ntexting 9na 9nfriend 9nat 9nthe 9nsame)
- Investigative 9nSpider-webbing: 9nwhen 9na 9nconsumer 9npursues 9nor 9ninvestigates 9nspecific
9ncontent 9nacross 9nmultiple 9nplatforms 9 n (A 9nperson 9nwatching 9na 9nfootball 9ngame 9nand
9naccessing 9nstats 9nfor 9nvarious 9nplayers 9 n on 9na 9nPC 9nor 9nmobile 9nphone)
- Quantum 9nJourney: 9nconsumers 9nstart 9na 9ntask 9non 9none 9nscreen 9n(their 9nphone, 9nfor 9nexample)
9nand 9ncontinue 9nit 9non 9nanother 9n(laptop 9nor 9nPC).
- Social 9 n Spider-Webbing: 9 n when 9 n consumers 9 n share 9 n content 9 n or 9 n information 9 n across
9 n multiple 9 n devices.
(Posting 9npictures 9non 9nFacebook 9nfrom 9na 9nlaptop 9nand 9nthen 9ntexting 9nfriends 9nto 9ngo 9ncheck 9nthem
9nout)
• Describe 9nbrand 9nparity
Brand 9nparity: 9nWhat 9noccurs 9nwhen 9nthere 9nis 9nthe 9nperception 9nthat 9nmost 9ngoods 9nand 9nservices
9nare 9nessentially 9nthe 9nsame. 9nWhen 9nconsumers 9nbelieve 9nthat 9nvarious 9nbrands 9nprovide 9nthe
9nsame 9nset 9nof 9nattributes, 9nquality 9nbecomes 9nless 9nof 9na 9nconcern 9nbecause 9nconsumers
9nperceive 9nonly 9nminor 9ndifferences 9nbetween 9nbrands. 9nOther 9ncriteria 9n(price, 9navailability, 9nor 9na
9nspecific 9npromotional 9ndeal) 9nimpact 9npurchase 9ndecisions. 9nDecline 9nin 9nbrand 9nloyalty:
9nconsumers 9ndo 9nnot 9nhave 9na 9nspecific 9nbrand 9nthey 9nbelieve 9nis 9nsignificantly 9nsuperior, 9nso 9nthey
9nare 9nprone 9nto 9nswitching 9nbrands.
• In 9nterms 9nof 9nmarketing 9ncommunications 9nand 9ninternational 9nimplications, 9nwhat 9nis
9nstandardization?
Standardization: 9nA 9nprogram 9nin 9nwhich 9na 9nfirm 9nfeatures 9nuniform 9nproducts, 9nmarket
9nofferings, 9nand 9nmessage 9nacross 9ncountries 9nwith 9nthe 9ngoal 9nof 9ngenerating 9neconomies 9nof
9nscale 9nin 9nproduction 9nwhile 9nusing 9nthe 9nsame 9npromotional 9ntheme. 9nThe 9nlanguage 9nmay 9nbe
9ndifferent, 9nbut 9nthe 9nbasic 9nmarketing 9nmessage 9nstays 9nthe 9nsame.
• Be 9nable 9nto 9nidentify 9nan 9nexample 9nof 9nstandardization
, The 9nCoca-Cola 9nCompany 9nuses 9nglobal 9nstandardization 9nin 9nmarketing 9nby 9nkeeping 9nthe
9nappearance 9nof 9nthe 9nproduct 9nrelatively 9nunchanged 9nbetween 9ndifferent 9nmarkets.
Ch. 9n2
• Identify 9ntangible 9nand9nintangible 9nelements 9nof 9nbrand9nimage,
9nfigure 9n2.1 9nTangible 9nelements:
- Goods 9nor 9nservices 9nsold
- Retail 9noutlets 9nwhere 9nthe 9nproduct 9nis 9nsold
- Advertising
- Marketing 9ncommunications
- Name 9nand 9n logo
- Package 9nand 9nlabels
- Employees
Intangibleelements:
- Corporate 9npersonnel
Ideals
9nBeliefs
9nCondu
ct
- Environment 9 n policies
- Corporate 9nculture
- Country 9nlocation
- Media 9nreports
• Understandbrandimage 9nandrejuvenating
9nabrandimage. 9nBrand 9nimage:
Benefits 9nto 9nconsumers:
- Provides 9nconfidence 9nregarding 9npurchase 9ndecisions
- Gives 9nassurance 9nabout 9nthe 9npurchase 9nwhen 9nthe 9nbuyer 9nhas 9nlittle 9nor 9nno 9nprevious 9nexperience
- Reduces 9nsearch 9ntime 9nin 9na 9npurchase 9ndecision
- Provides9npsychological9nreinforcement9nand9nsocialacceptance 9nofthe
9npurchase 9nBenefits 9nto 9ncompanies:
- Extension 9nof 9npositive 9ncustomer 9nfeelings 9nto 9nnew 9nproducts
- Ability 9nto 9ncharge 9na 9nhigher 9nprice 9nor 9nfee
- Consumer 9nloyalty 9nleading 9nto 9nmore 9nfrequent 9npurchases
- Positive 9n word-of-mouth 9 n endorsements
- Higher 9nlevel 9nof 9nchannel 9npower
- Ability 9nto 9nattract 9nquality 9nemployees
- More 9nfavorable 9nratings 9nby 9nfinancial 9nobservers 9nand 9nanalysts
Marketers 9nstudy 9nthe 9nbrand’s 9nimage 9nto 9nidentify 9nits 9nstrengths 9nand 9nweaknesses. 9nOnce 9na 9nteam
9nunderstands 9nhow 9nvarious 9ngroups 9nview 9nthe 9nbrand, 9ndecisions 9nare 9nmade 9nto 9ncorrect
9nmisperceptions 9nand/or 9nbuild 9non 9nthe 9nimage 9nthat 9ncustomers 9ncurrently 9nhold. 9nMarketers 9nthen
9ntailor 9nfuture 9ncommunications 9nto 9npromote 9nthe 9ntarget 9 n image. 9 n The 9 n right 9 n image 9 n sends 9 n a
9 n clear 9 n message 9 n about 9 n the 9 n unique 9 n nature 9 n of 9 n an 9 n organization 9 n and 9nits 9nproducts. 9nA
9nstrong 9nimage 9naccurately 9nportrays 9nwhat 9nthe 9nfirm 9nsells.
Rejuvenating 9 n a 9nbrand 9nimage: 9 n Rejuvenating 9nan 9nimage 9nhelps 9na 9nfirm 9nsell 9nnew 9nproducts
9nand 9ncan 9nattract 9 n new 9ncustomers. 9 n Reinforcing 9 n previous 9 n aspects 9 n of 9 n an 9 n image
9 n enables 9 n the 9 n company 9 n to 9 n retain 9 n loyal 9npatrons 9 n and
