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PUR 3000 Exam 2 Questions And Answers Latest Update

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PUR 3000 Exam 2 Questions And Answers Latest Update

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  • October 31, 2024
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PUR 3000 Exam 2 Questions And Answers
Latest Update

Ch.7 ANS✔✔ Ch.7



Definition of communication ANS✔✔ A transaction process based on a
shared interpretation of reality via symbols



Objectives of communication ANS✔✔ -Message exposure

-Accuracy in the dissemination of the message

-Attitude change

-Change in overt behavior



Five Communication Elements ANS✔✔ A sender / source

A message

A channel

A receiver

A feedback



*Little or no communication is achieved unless the sender & receiver share
the experience



Two-step flow theory ANS✔✔ 1. Another mass media influence acts as an
opinion leader

, Solution 2024/2025
Pepper
affecting the receiver's impression of the initial message.

2. The message goes through an opinion leader and then is

transmitted to a follower.

3. Both the opinion leader and the follower receive the same

message.

4. The follower received the message but the opinion leader not.



Interaction Theory & Media Dependency Theory ANS✔✔ Tell me and I will
forget

Show me and I will remember

Involve me and I will understand

The less direct contact we have with an

issue, the more we depend on media



Media Uses and Gratifications theory ANS✔✔ Recipient selects information
that may be useful

to them, either to be entertained, informed,

reinforce their opinion and decision making, and

decision making about products or services



Situational Theory ANS✔✔ Active vs. Passive audiences

Your primary target audiences may be

different on different occasions

Your primary public might be comprised of

different people at different time

, Solution 2024/2025
Pepper
You have to be flexible why? The public is

not static

High involvement vs. low involvement



Source Credibility ANS✔✔ Expertise

Sincerity

Trustworthiness

Attractiveness



Cognitive Dissonance ANS✔✔ If campaigns demonstrate two conflicting
beliefs,

they will feel cognitive dissonance

Discomfort from the contradictions in their belief

system, which they will want to resolve



Five Stage Adoption Process ANS✔✔ Awareness

Interest

Evaluation

Trial

Adoption



Diffusion Theory ANS✔✔ The conditions that increase or decrease the
likelihood that an innovation, a new idea, product or practice, will be
adopted by members of a given culture.

, Solution 2024/2025
Pepper
Writing for Clarity ANS✔✔ The key is to produce messages that match

in content and structure the characteristics of

the audiences

- Use symbols, acronyms and slogans

- Avoid jargon

- Avoid clichés and hype words

- Avoid euphemisms - an inoffensive word or

phrase that is less direct and less distasteful

than the one that represents reality (pre-owned)

- Avoid discriminatory language



Ch.9 ANS✔✔ Ch.9



Public Opinion ANS✔✔ Sum of individual opinions on an issue affecting
those individuals, collection of interested views



Concept MATURED in 20th century with public opinion polling, between two
world wars became empirical



Opinion Leaders ANS✔✔ Types: Formal and Informal

Highly interested in subject

Better informed on the issue

Heavy consumers of mass

media

Early adopters of new ideas

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