Chapter Questions
Name the elements of the linear model of communication and briefly describe the role of each element.
Make brief notes explaining why the linear interpretation of the communication process is not entirely satisfactory.
Draw the Influencer model of communication.
Discuss the differences between linear, influencer and interactional models of communications. Which of these best illustrates how communication worked for MTV, as presented in the mini case?
How do opinion leaders differ from opinion formers and opinion followers?
Why is word-of-mouth communication so important to marketing communications?
What are the three elements of word-of-mouth communication identified by Bone?
If voluntary is one form of WoM, what are the other two and how do they differ?
Using a product of your choice, show how the stages in the process of adoption can be depicted.
Draw a graph to show the difference between fast and slow diffusion.