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Chapter 2: OK, so is this the right meaning?
Try the multiple choice questions below to test your knowledge of this chapter. Once you have completed the test, click on 'Submit Answers for Grading' to get your results.
This activity contains 20 questions.
Schramm (1955) determined that communication consisted of a series of core, essentially sequential activities. These are:
encoding, signal, and decoding
encoding, decoding, and feedback
encoding, understanding, and decoding
sourcing, encoding, and decoding
It is the quality of the ___________ between the various elements in the process that determine whether a communication event will be successful.
The core model of communication has been criticised for its
negligence of media in the process, and potential for information deviance
oversimplification, and potential for media corruption
oversimplification, and potential for information deviance.
negligence of people in the process, and potential for media corruption
There are two particular influences on the communication process. These are
media and technology
systems and people
culture and technology
media and people
The Influencer model depicts information flowing via media channels to particular types of people
Opinion leaders and opinion formers are an integral part of which model of communication
Editors of travel sections in the Sunday press and television presenters of travel programmes can influence the decisions of prospective travellers through...........
their formalised knowledge
their peer network
their lack of qualifications
The multistep model is the same as the Influencer model
The Interactional model of communication attempts to assimilate the variety of ____________ acting upon the ____________ process. These include the ____________ people give to communications received from people and machines.
responses, influences, communication
influences, communication, responses
communication, influences, responses
Arising out of interaction is ...........
Which of the following is not one of the four forms of interactive digital advertising, identified by Cheng et al (2009).
Littlejohn (1992) identifies four main contexts within which communication occurs. These are
interpersonal, group, organisational and linear communication
interpersonal, group, organisational and relational communication
interpersonal, group, organisational and mass communication
interpersonal, group, organisational and interactional communication
There are two key characteristics associated with a message source. These are:
expertise and attractiveness
level of deviance and attractiveness
source credibility and power
source credibility and attractiveness
Credibility consists of three core elements. They are....
attractiveness, motivation and trustworthiness
expertise, power and trustworthiness
expertise, motivation and trustworthiness
motivation, trustworthiness and power
Messengers perceived to be physically attractive lead to two main outcomes. These ads....
are more easily recognised and promote positive associations
stimulate involvement and increased recall
promote strong engagement and improved responses
attract more attention and are evaluated more positively
Which one of the following is not one of the four main types of spokesperson.
chief executive officers
The information processing school believe that the cognitive interpretation is a valid approach to understanding how information is used.
Classical psychological theory considers attitudes to consist of three components. These are....
The ELM proposes that there are two main routes to attitude change. These are
central and internal routes
central and peripheral routes
external and peripheral routes
internal and external routes
Peripheral cues are a short-hand representation of a brand.
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