Noise is the stimuli that interfere with, or interrupt the reception of, the message in its pure and ...

Noise is the stimuli that interfere with, or interrupt the reception of, the message in its pure and original form.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 2

The _____ indirectly assesses the degree of emotional response to an advertisement by measuring minute amounts of perspiration.
 a. TRACE Method
  b. Emotional Measurement System
  c. tachistoscope
  d. pupillometer
  e. galvanometer

Question 3

Feedback affords the source a way of monitoring how accurately the intended message is being received and whether it is accomplishing its intended objective(s).
 a. True
  b. False
 Indicate whether the statement is true or false

Question 4

Because individuals have little voluntary control over the autonomic nervous system, advertising researchers use changes in _____ to indicate the actual, unbiased amount of arousal resulting from advertisements.
 a. physiological functions
  b. emotional functions
  c. psychological functions
  d. ideological functions
  e. peripheral functions

Question 5

Encoding involves activities undertaken by receivers to interpretor derive meaning frommarketing messages.
 a. True
  b. False
 Indicate whether the statement is true or false

Question 6

Using self-report measurement, a researcher uses cartoon-like characters to represent different emotions and emotional states, and asks respondents to select the cartoon character depicting the emotional state that best reflects their emotional reaction to an advertisement. This is an example of _____ self-reports.
 a. verbal
  b. projective
  c. audio
  d. visual
  e. psychological

Question 7

The message channel is the path through which the message moves from source to receiver.
 a. True
  b. False
 Indicate whether the statement is true or false