Communication Fundamentals
Define communication.
The process of establishing a common understanding between a sender and a receiver.
What is encoding?
Encoding is the process of converting a message into a format that can be understood by the audience.
Define semiotics.
The study of signs and symbols and how they create meaning.
Define contextual meaning.
How the meaning of a message changes depending on the environment or situation it is delivered in.
What is personalization?
Tailoring messages or recommendations to an individual based on preferences or past behaviors.
Why is communication important in marketing?
It enables businesses to convey messages effectively, ensuring better consumer engagement and interaction.
Give an example of encoding.
Coca-Cola uses bright colors and happy imagery to encode messages of happiness and togetherness.
What is a symbol?
A sign that represents deeper, abstract meanings, often understood through cultural context, like the McDonald's Golden Arches.
How does culture affect interpretation?
Cultural differences can make the same message resonate or offend, depending on values, traditions, or norms.
Name a company that uses influencer marketing.
Glossier, which uses influencers to promote beauty products and build trust.
What is feedback?
It is the response from the receiver back to the sender, clarifying understanding and improving future communication.
What is decoding?
Decoding is how the recipient interprets the encoded message based on their personal context, beliefs, and cultural background.
What is an index?
A sign that points to something else, like smoke indicating fire.
Explain the role of situational context.
Situational context, like formality, can change how a message is received, e.g., a casual text vs. formal email.
What is omni-channel marketing?
A strategy that integrates multiple platforms (e.g., mobile apps, email, social media) to engage customers.
Name one barrier to communication.
Cultural differences, ambiguity, or noise.
Explain "selective perception."
Consumers pay attention only to aspects of a message that align with their existing beliefs, ignoring other parts.
What is an index?
A sign that shows or points to something else.
For example, smoke is an index of fire. It doesn't look like fire, but it tells us that there is fire somewhere.
Give an example of humor across cultures.
The U.S. version of The Office adapted its humor to be less sarcastic compared to the U.K. version.
Explain "social proof."
A strategy where consumer behavior is influenced by seeing others' actions, like reviews or influencer endorsements.
Explain the role of noise in communication.
Noise can distort or block a message, making it harder for the audience to understand the intended meaning.
What are cultural barriers in decoding?
Misinterpretation due to cultural norms, values, or preferences that differ between sender and receiver.
Give an example of a cultural symbol in marketing.
The red heart symbolizes love, or the dove symbolizes peace.
Why did Nike's "Just Do It" struggle in Japan?
The directness clashed with Japanese cultural values of humility and group harmony.
How do loyalty programs affect behavior?
They encourage repeat purchases by offering rewards or exclusive benefits, like Sephora’s Beauty Insider program.