Signs and Sales Inc

question 18

Multiple Choice

Signs and Sales Inc.makes neon signs.Its CEO recently attended a trade show where he examined the new Neon Pilot 5.0,a machine that allows you to create three-dimensional computer-generated designs,feed the designs into a machine with neon tubing,and have the neon extruded in almost any shape imaginable.He believes this machine will increase his company's output by at least 30 percent and reduce its wastage by at least 50 percent.The CEO then consults a large number of decision makers within the company to arrive at a decision.If the company was formerly doing most of this work by hand,then the purchase of a Neon Pilot 5.0 would be an example of a _____.

• A)modified rebuy
• B)routine purchase
• C)straight rebuy
• D)new task purchase

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Definitions:

Encoding/Decoding Model

A theory on media that combines models that privilege the media producer and models that view the audience as the primary source of meaning; this theory recognizes that media texts are created to deliver specific messages and that individuals actively interpret them.

Interpretive Community

A group of people dedicated to the consumption and interpretation of a particular cultural product and who create a collective, social meaning for the product.

Stanley Fish

An American literary theorist and legal scholar known for his work on interpretive communities and the role of the reader in determining texts' meanings.

Agenda-Setting

The ability of the media to influence the importance placed on the topics of the public agenda by choosing what stories are given exposure and how much attention they receive.