Communication

Question 1

Three levels of communication problems can be defined by:

Answer 1

Level A: (Technical problem)
Level B: (Semantic problem)
Level C: (Effectiveness problem)

p. 68

Question 2

Define “Technical Problem” (within the levels of communication problems)

Answer 2

How accurately can the symbols of communication be transmitted?

Question 3

Define “Semantic Problem” (within the levels of communication problems)

Answer 3

How precisely do the transmitted symbols convey the desire meaning?

Question 4

Define “Effectiveness Problem” (within the levels of communication problems)

Answer 4

How effectively does the received meaning affect conduct in the desired way?

Question 5

Applied to trademarks, the three-part division of [blank] problems raises the following questions:

Answer 5

• communication
  a. Is the trademark visible enough?
  b. Is the trademark understandable?
  c. Will the trademark create the desired effect?
  p. 69

Question 6

A Brand is a name, term, sign, symbol, or design, or [blank] of them, intended to identify the goods or service of one seller or group of sellers and to differentiate them from those of their competitors.

Answer 6

• combination

refers to p. 230

Question 7

In relationship to the analysis of [blank], the goals of a design program can be summarized in seven parts. “Meanings” of a Trademark can be divided into these seven categories:

Answer 7

• corporate identity

1. 0 Purpose:
2. 1 Control of the company’s visual identity
3. 2 External identification
4. 3 Internal identification
5. 4 Rationalization
6. 5 Increased sales
7. 6 Reduced costs
8. 7 The company’s overall business goals
9. 0 Encoded meaning:
10. 1 Individualization
11. 2 Categorization
12. 3 Attribution

3.0 Aberrantly decoded meaning:
3.1 Performance-based meaning
3.2 Wildly coded meaning
P89

Question 8

Practical Requirements of Trademarks are:

Answer 8

1. Visibility
2. Application
3. Competition
4. Legal Protection
5. Simplicity
6. Attention Value
7. Decency
8. Color Reproduction
9. Black & White Reproduction
10. Vehicles
11. Holding Power
12. Description
13. Tone of Voice
14. Fashion ability
15. Timelessness
16. Graphic Excellence
17. Buy-me
18. A Trademark as a Trademark
19. Film/Television
    20. Three Dimensionality
20. Pronunciation
21. Nonverbal Sound
22. Discretion
23. Likeability
    p. 90-91