Multiple Choice
Identify the
letter of the choice that best completes the statement or answers the question.
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1.
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The
intellectual component of attitude is called: a. | Cognition. | c. | Affect. | b. | Conation. | | | | |
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2.
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The
emotional component of attitude is called: a. | Cognition. | c. | Affect. | b. | Conation. | | | | |
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3.
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The
peripheral route to attitude change operates mainly through: a. | Cognition. | c. | Conation. | b. | Affect. | | | | |
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4.
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Ignoring new information which could disturb a fixed attitude is
called: a. | Stimulus
rejection. | c. | Accomodation. | b. | Attitude splitting. | | | | |
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5.
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In
the Schramm model of communication, what are the distorting factors? a. | Noise and
culture. | c. | Noise and
interference. | b. | Encoding and decoding. | | | | |
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6.
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A
sign that represents an object visually is called: a. | An
icon. | c. | A
symbol. | b. | An index. | | | | |
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7.
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A
word which has the same meaning for everyone is called: a. | Denotative. | c. | Meaningful. | b. | Connotative. | | | | |
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8.
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The
study of sign systems is called: a. | Syntactics. | c. | Semiotics. | b. | Symbolics. | | | | |
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9.
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The
study of the way words relate to reality is called: a. | Syntactics. | c. | Semiotics. | b. | Semantics. | | | | |
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10.
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The
silent communication of movement is called: a. | Kinetics. | c. | Synthetics. | b. | Syntactics. | | | | |
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11.
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Which
of the following is NOT an element of distortion? a. | Interference. | c. | Lying. | b. | Bias. | | | | |
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12.
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A
message which becomes part of the environment is called: a. | Environmental
advertising. | c. | Local
advertising. | b. | Ambient advertising. | | | | |
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13.
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What
is a push strategy? a. | A communications strategy which is directed at
consumers. | c. | A communications
strategy which uses powerful imagery. | b. | A communications strategy which is directed at
intermediaries. | | | | |
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14.
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Budgeting by fixing the amount to be spent as a proportion of turnover is
called: a. | Comparitive
parity method. | c. | Percentage of
sales method. | b. | Marginal approach. | | | | |
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15.
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What
does USP stand for? a. | United Syndicate Proposal. | c. | Urban Sales Person. | b. | Unique Selling
Proposition. | | | | |
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