Exchange and queue naming changes, using fanout

For my uses it's necessary to name the exchange and queues to follow an internal naming standard, so I changed the `applicationName` parameter to be the exact exchange name instead and added an optional `queueName` parameter.

I also switched the exchange type to [fanout](http://www.rabbitmq.com/tutorials/tutorial-three-python.html), which ignores routing keys and delivers messages to all bound queues, which I think is what is intended here.