Because signs are fallible all of the following guidelines must be used except:

a. make sure a sign is not just an isolated instance

b. think about whether an alternative explanation is more credible.
c. if you can find instances in which a sign does not indicate a particular event, you do not have a solid argument.
d. use emotional appeal when relying on a sign.

d

Communication & Mass Media

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Media exposure can be tracked in a variety of ways, EXCEPT:

a. Clipping services b. Baseline and follow-up surveys c. Tear sheets with ads d. List of when radio spots were aired

Communication & Mass Media

One specific type of cognitive representation used by individuals is a(n) _____, or a cognitive structure composed of preconceived ideas and frameworks that helps us organize information

a. schema b. label c. stereotype d. prototype

Communication & Mass Media