Exam (elaborations)
PUR 3000 Exam 2 Questions And Answers Latest Update
- Course
- PUR 3000
- Institution
- Florida State University
PUR 3000 Exam 2 Questions And Answers Latest Update
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Solution 2024/2025Pepper
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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