Test 1 - Ch 6

Question 1

Define encoding

Answer 1

converting data from orignal form to another (Verbal, graphic, musical, animation)

Question 2

Verbal encoding

Answer 2

spoken word, written word, song lyrics

Question 3

Graphic encoding

Answer 3

pictures, drawings, charts

Question 4

Musical encoding

Answer 4

arrangement, instrumentation, voices

Question 5

Animation encoding

Answer 5

action/motion, pace/speed, shape/form

Question 6

Semiotic Perspective

Answer 6

How images make meanings, sign-using behavior

Question 7

Three components of Semiotics

Answer 7

Object brand (Marlbro), Sign/symbol represented meaning (Cowboy), Interpretation of intended meaining (masculine, rugged individualistic)

Question 8

Personal communication

Answer 8

Verbal & Non verbal

Question 9

3 Verbal types

Answer 9

Vocab, gramar, inflection

Question 10

4 Nonverbal types

Answer 10

Gesture, facial expression, body language

Question 11

communications channels

Answer 11

personal & non personal

Question 12

Personal channel

Answer 12

Personal selling & word of mouth

Question 13

NonPersonal channel

Answer 13

Print media & Broadcast media

Question 14

Experiential Different worlds

Answer 14

sender and reciver don’t have same experience

Question 15

Experiential Moderate commonality

Answer 15

sender and reciver may have some experience

Question 16

Experiential High commonality

Answer 16

sender and reciver experienced the same thing

Question 17

Audience Aggregation

Answer 17

capture the attention of a group of a people w/ similar characteristics

Question 18

Levels of Audience Aggregation

Answer 18

Mass Markets
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Market segments
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Niche Markets
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Small groups
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Individuals
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