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ISC 161 Exam 1 Study Guide ISC 161
Spring 2018
Test #1 Review Sheet
Our first test is on Tuesday, February 20. Test format will be a mix of multiple choice,
short answer, and short essay. The majority of questions will be multiple choice and short
answer. Most questions will be either definition or application. In cases where we went over lists
in class, I will NOT ask you to play back a complete list. I might ask for some examples from
the list. You need to be able to explain and apply concepts, not just list them! If you require
additional or DRC accommodations for the exam, please come and discuss with me after class
on Tuesday, February 13 after class.
Test topics from notes:
What is ISC?
• Know the communication model and what is meant by encoding and decoding
in the ISC context o Source encoding channel (internet, TV, radio, etc)
decoding receiver o Encoding – forming verbal and nonverbal cues; message
inside an advertisement o Decoding – occurs when the message reaches one or
more of the receiver’s senses; hearing and seeing ads, smell a perfume sample,
etc
• Know the three basic possible strategies o Cost leadership, differentiation from
previous strategies, focus
• Know the questions related to opportunity analysis and competitive analysis o
What marketplace trends can we take advantage of? What new openings might
exist? What weaknesses from our competitors can we use to our advantage? o
Who/what is our primary competition? What key advantages do we offer over
competitors? How will these advantages help us?
• Know the typical bases for market segmentation o Demographics,
psychographics (how you get your messages, how you think, how you feel and
why), generations, geographic, geodemographic (age and gender based on
geographic area), benefits of product, usage of product, behavior
• Know why behavioral segmentation is preferable o What is attempted to be
influenced
pg. 1
, 2
o How people behave is more important than what attitudes they hold or what they
claim matters
• Know the positioning approaches o Product attributes, competitors,
use/application, price, quality relationship with customer, product user, product
class, cultural symbols
• Know the basic forms of ISC (communication decisions) o Content – what you
are selling and communicating o Delivery – how you get the message out
o Customers – receivers of message
o Advertising o Direct response
o Internet/social media/mobile app
o Sales promotion o Publicity/public
relations o Event marketing o Personal
selling
• Know the benefits and challenges of the integrated approach and the reasons we
need the integrated approach ISC industries o Coordination difficulties
o Turf war (internal conflicts among
management/external with business to
business)
o Lack of experience o Need it because of
Changes in technology
Financial pressure on companies
Growing global competition
Social media and smarter consumers
• Know who the four major players are o Clients – different brands work is done
for o Agencies – internal and external to companies o Media – build relationship
with journalist; press releases o Suppliers
• Know the reasons to use an outside agency o Industry knowledge/clout o
Business acumen
o Accountability and accessibility
o Passion/no self interest/objectivity o
Consistency
pg. 2
ISC 161 Exam 1 Study Guide ISC 161
Spring 2018
Test #1 Review Sheet
Our first test is on Tuesday, February 20. Test format will be a mix of multiple choice,
short answer, and short essay. The majority of questions will be multiple choice and short
answer. Most questions will be either definition or application. In cases where we went over lists
in class, I will NOT ask you to play back a complete list. I might ask for some examples from
the list. You need to be able to explain and apply concepts, not just list them! If you require
additional or DRC accommodations for the exam, please come and discuss with me after class
on Tuesday, February 13 after class.
Test topics from notes:
What is ISC?
• Know the communication model and what is meant by encoding and decoding
in the ISC context o Source encoding channel (internet, TV, radio, etc)
decoding receiver o Encoding – forming verbal and nonverbal cues; message
inside an advertisement o Decoding – occurs when the message reaches one or
more of the receiver’s senses; hearing and seeing ads, smell a perfume sample,
etc
• Know the three basic possible strategies o Cost leadership, differentiation from
previous strategies, focus
• Know the questions related to opportunity analysis and competitive analysis o
What marketplace trends can we take advantage of? What new openings might
exist? What weaknesses from our competitors can we use to our advantage? o
Who/what is our primary competition? What key advantages do we offer over
competitors? How will these advantages help us?
• Know the typical bases for market segmentation o Demographics,
psychographics (how you get your messages, how you think, how you feel and
why), generations, geographic, geodemographic (age and gender based on
geographic area), benefits of product, usage of product, behavior
• Know why behavioral segmentation is preferable o What is attempted to be
influenced
pg. 1
, 2
o How people behave is more important than what attitudes they hold or what they
claim matters
• Know the positioning approaches o Product attributes, competitors,
use/application, price, quality relationship with customer, product user, product
class, cultural symbols
• Know the basic forms of ISC (communication decisions) o Content – what you
are selling and communicating o Delivery – how you get the message out
o Customers – receivers of message
o Advertising o Direct response
o Internet/social media/mobile app
o Sales promotion o Publicity/public
relations o Event marketing o Personal
selling
• Know the benefits and challenges of the integrated approach and the reasons we
need the integrated approach ISC industries o Coordination difficulties
o Turf war (internal conflicts among
management/external with business to
business)
o Lack of experience o Need it because of
Changes in technology
Financial pressure on companies
Growing global competition
Social media and smarter consumers
• Know who the four major players are o Clients – different brands work is done
for o Agencies – internal and external to companies o Media – build relationship
with journalist; press releases o Suppliers
• Know the reasons to use an outside agency o Industry knowledge/clout o
Business acumen
o Accountability and accessibility
o Passion/no self interest/objectivity o
Consistency
pg. 2
