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AbstractThe findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking. ReferencesBluedorn, A.C., Carol Felker Kaufman, and Paul M. Lane. “How Many Things Do You Like to Do at Once? An Introduction to Monochronic and Polychronic Time.” Academy of Management Executive 6, 4 (1992): 17–26.Google Scholar Blumler, J. “The Role of Theory in Uses and Gratifications Studies.” Communication Research 6 (1979): 9–36.Google Scholar Buchholz, Laura M., and Robert E. Smith. “The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising.” Journal of Advertising 20, 1 (1991): 4–28.Google Scholar Colley, R.H. Defining Advertising Goals for Measured Advertising Results. New York: Association of National Advertisers, Inc., 1961. Cytowic, R. Synesthesia: Amion of the Senses. New York: Springer Verlag, 1989. D'Amasio, A. The Feeling of What Happens. Orlando, FL: Harcourt & Brace, 1999. Lavidge, R.J., and G.A. Steiner. “A Model of Predictive Measurements of Advertising Effectiveness.” Journal of Marketing 25, 6 (1961): 59–62.Google Scholar McGrath, T. MTV: The Marketing of a Revolution. Philadelphia, PA: Rumming Press, 1996. McLuhan, M. Understanding Media: The Extension of Man. New York: McGraw Hill, 1964. McLuhan, M. The Medium Is the Message. New York: Random House, 1967. Merleau-Ponty, M. Phenomenology of Perception, C. Smith, Translator. New York: Routledge Press, 1989. Naik, Prasad A., and Kalyan Raman. “Understanding the Impact of Synergy in Multimedia Communications.” Journal of Marketing Research 40, 4 (2003): 375–389.Google Scholar Pilotta, J., and A. Mickunas. The Science of Communication. Hillsdale, NJ: Erlbaum, 1990. Schultz, D., and J. Pilotta. “Developing the Foundation for a New Approach to Understanding How Media Advertising Works.” In Excellence in International Research 2005, 2004 ESOMAR WAM Conference. Amerstand, Netherlands: ESOMAR, 2005. Sobchack, V. The Address of the Eye. Princeton, NJ: Princeton University Press, 1992. Williams, K. Why I Still Want My MTV. Cresskill, NJ: Hampton Press, 2003. Zaltman, G. How Customers Think. Boston, MA: Harvard Business School Press, 2003. Which term is described as social interaction through messages?Consequently the study of communication involves the study of the culture with which it is integrated. Underlying these assumptions is a general definition of communication as 'social interaction through messages'.
What is the term used for any interference with a message?Interference in communication is often called “noise.” Noise can be physical noise, such as a loud hallway conversation, but it can also be caused by many other sources. The act of communication can be derailed by the following types of noise, which deflect your audience's focus away from your message: Physical noise.
Which level of communication is described as communication between one and another?Interpersonal communication is an exchange of information between two or more people. It is also an area of research that seeks to understand how humans use verbal and nonverbal cues to accomplish a number of personal and relational goals.
What term is used to describe the breaking up of mass audiences into smaller segments?Audience segmentation is the process of breaking down your audience into smaller sub-groups — primarily so you can understand and engage with them more effectively.
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What is the name of the term that describes simultaneous exposure to messages from different media?
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