Deck 7: Action and Communication

Question 1

At this stage in diffusion process,actual application of an idea begins.

A) adoption
B) communication
C) trial
D) interest
E) research

Answer 1

C

Question 2

________________ is the principal tool for constructing messages.

A) Research
B) Evaluation
C) New technology
D) Writing
E) Broadcasting

Answer 2

D

Question 3

____________________ are groups that share a common goal or guiding philosophy and can make an impact on the primary public.

A) aware publics
B) intervening publics
C) latent publics
D) moderating publics
E) active publics

Answer 3

D

Question 4

Which of the following is NOT an example of a controlled media?

A) brochure
B) flier
C) newspaper
D) company newsletter
E) VNR

Question 5

Which of the following is NOT one of the channels of influence in the diffusion process?

A) social norms
B) personal experience
C) mass media
D) significant others
E) biased intermediaries

Question 6

_____________________ recognize a need but are not prone to any action.

A) Moderating publics
B) Aware public
C) Active publics
D) Latent publics
E) Intervening publics

Question 7

James H.Couey found that the optimum average for most sentences seemed to be about ___________ words.

A) 10
B) 17
C) 25
D) 29
E) 33

Question 8

Which of the following is NOT one of the basic elements through which a message must pass where the audience may selectively decide to be involved with communication or not?

A) understanding
B) retention
C) action
D) attention
E) publication

Question 9

The _________________ style of writing organizes a story so the most important points are covered first.

A) message priority
B) influential structure
C) composition triangle
D) inverted pyramid
E) facts-up-front

Question 10

In the early stages of awareness and interest,________________ are most effective at persuading adoption.

A) social norms
B) personal experience
C) mass media
D) significant others
E) biased intermediaries

Question 11

For messages to be understood,there needs to be ______________ between both message sender and message receiver.

A) shared frame of reference
B) physical contact
C) verbal communication
D) mutual respect
E) a sense of liking

Question 12

When the initial goals of awareness and interest are met,public relations actions should move to subtle forms of communication through ____________________________.

A) newspapers and magazines
B) latent and moderating publics
C) significant others and unbiased third parties
D) mass media and biased intermediaries
E) controlled and uncontrolled media

Question 13

Which of the following is one of the basic considerations for media selection?

A) slant of typical news stories
B) audiences
C) availability of media near organization
D) managers in control of media
E) whether graphics will be used or not

Question 14

________________ assume the responsibility for making sure all messages received by their publics are prepared according to the public relations plan.

A) editors
B) writers
C) project managers
D) stakeholders
E) primary audiences

Question 15

The two-step flow of information theory was built on the premise that certain people in our society are _________________.

A) mass media consumers
B) not capable of being persuaded
C) latent
D) opinion leaders
E) difficult to reach through the media

Question 16

Individuals in __________________ have direct contact with the primary audience and can pass messages along to them.

A) aware publics
B) intervening publics
C) latent publics
D) moderating publics
E) active publics

Question 17

__________________ is a method for differentiating between publics.

A) Stakeholder analysis
B) Audience analysis
C) Public modeling
D) Constituent examination
E) Public analysis

Question 18

Which of the following is one of the steps in the diffusion process?

A) research
B) programming
C) objectives
D) evaluation
E) communication

Question 19

________________ is a term used to describe the way in which new ideas are adopted in a society.

A) Communication
B) Programming
C) Matriculation
D) Diffusion
E) Absorption

Question 20

In the end,a message must be _______________ to be acted upon.

A) published
B) interesting
C) beneficial
D) enjoyable
E) retained

Question 21

The ____________ is built upon the belief that opinion leaders can be convinced to support a certain matter and influence others to support it also.

A) Diffusion of Innovations Theory
B) Elaboration Likelihood Model
C) Two-Step Flow of Information Theory
D) Social Exchange Theory
E) None of these

Question 22

_________________ describes the situation where publics can attend to only a few of the messages they are bombarded with daily.

A) Diffusion of innovation
B) Selective perception
C) Limited resources
D) Selective attention
E) None of these

Question 23

Controlled media is typically published by ____________________.

A) newspapers
B) consumer magazines
C) public relations practitioners
D) broadcast journalists
E) None of these

Question 24

Publication in uncontrolled media requires _______________.

A) acceptance by gatekeepers
B) payment by practitioners
C) a company website
D) photographs
E) None of these

Question 25

Broadly,_____________ are those individuals who perceive themselves to have an interest in the actions of an organization.

A) shareholders
B) internal publics
C) adopters
D) laggards
E) stakeholders

Question 26

_______________ are residence stakeholders.

A) Consumer Advocates
B) Shareholders
C) Media
D) Employees
E) None of these

Question 27

In the diffusion process,mass media become the primary channel of influence in the _____________ stage.

A) interest
B) evaluation
C) trial
D) adoption
E) None of these

Question 28

The length of sentences in a written document is widely recognized as a key to its __________.

A) persuasiveness
B) clarity
C) publication in the media
D) usefulness for corporate websites
E) None of these

Question 29

The action implemented to accomplish a public relations plan can be explained as an attempt to spread _____________ within a target audience.

A) information
B) propaganda
C) deception
D) bias
E) None of these

Question 30

The ___________ is a journalistic name for the first one or two paragraphs of a news story or other informative writing.

A) hook
B) launch
C) climax
D) lead
E) inverted pyramid