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The most effective two-way communication is

Chat room on the web

two people talking to each other

Small group discussions

The technique when a message begins with a statement that reflects audience values and predispositions is called

Channeling

Triggering

Sleeper effect

Which of the following is a euphemism?

Secretary

Pre-owned

Blind

The condition wherein there is decreased tendency over time to reject material presented by an untrustworthy source is known as

Message entropy

Cognitive dissonance

Sleeper effect

The perspective that focuses largely on messages contrary to one's predispositions is

Sleeper effect

Cognitive dissonance

Agenda setting

These individuals are often the last to adopt a product

Early adopters

Late majority

Laggards

Early majority

Mass media have the most influence in what stages of the adoption process?

awareness and interest

The natural tendency for a message to lose information is called

Entropy

Wilbur Schramm's communication model was later adapted to include the concept of 'shared experience'.

Style and creativity are most necessary for an active audience.

Audience attention is usually highest at the beginning of a message.

A cliche is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.

The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.

Which is the order of the five-stage adoption process?

Awareness, interest, trial, evaluation, adoption

Interest, awareness, adoption, trial, evaluation

Awareness, interest, evaluation, trial, adoption

Awareness, interest, adoption, trial, evaluation

The most advanced form of evaluation is

measurement of changes in attitudes, opinions and behavior

Measurement of retention, comprehension, awareness

Measurement of impressions and media placements

The potential number of people 'exposed' to media messages is referred to as

Advertising equivalency

Media clippings

Media impressions

Advertising Value Equivalency (AVE) basically refers to the notion of measuring

Monetary value of message exposure

Audience recall of messages

Hits or visits

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

Baseline studies

The evaluation of communication activity of an organization, which should be done at least once a year is a(an)

Communication audit

Direct mail campaigns often use this approach, in which several different appeals or options are prepared:

Split-messaging

A prerequisite for evaluation is to have a clearly established set of measurable objectives.

A baseline study is an assessment of an organization's entire communication program.

Which organization is well-known for promulgating measurement and evaluation standards in the PR profession:

AMEC

Outputs is what your target audiences took out of your communication and how they reacted to it.

Неверно

Верно

Evidence of the effects of your communication on your target audience is referred to as

Outcomes

The compilation of print and broadcast mentions is called clip(pings).

Неверно

Верно

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