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4

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'.
T
F
Style and creativity are most necessary for an active audience.
T
F
Audience attention is usually highest at the beginning of a message.
T
F
A cliche is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.
T
F
The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.
T
F
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.
T
F
A baseline study is an assessment of an organization's entire communication program.
T
F
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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