COM 312 exam 2 ACTUAL UPDATED Questions and
CORRECT Answers
1. persuasive pub- strategic, usually traditional media + social media + interpersonal com , but doesn't
lic communica- need all. Clear start and ends dates, specific and targeted audiences. One-size fits
tion campaigns all tailoring, ex. Opioid epidemic, one message will not speak to all, so it is tailored
to target communities with high usage.
2. commit- guide to campaign development, the CCM stipulates that to create meaningful
ment-communi- change, designers of public awareness campaigns must persuade the public to
cation model commit to and participate in solving the problem.
3. recognition in- refers to the degree to which individuals view a problem "as needing to be
volvement addressed and is based on perceived level of personal salience and involvement"
with the problem
4. subjective norms are the attitudes of the people we care about, about this behavior, people's whose
attitudes matter to you.
5. perceived behav- how much control do you really have?
ioral control
6. compliance gain- Acquiescence- will do something, but not sold on it, implicit or explicit requests
ing
Norm of reciprocity- ill do this for you, you do this for me
7. anchor where you lay on latitude scale
8. contrast effects make things very different, far away from being where someone else WANTS our
position to be
9. assimilation ef- making things seem closer together than they actually are
fects
10. lattitudes latitude of acceptance- Positive, yes,
latitude of rejection- automatic no, negative, do not like
, COM 312 exam 2 ACTUAL UPDATED Questions and
CORRECT Answers
latitude of noncommitment- in the middle , unsure
11. inoculation small exposure, know its coming
12. refutational pre- content that helps bolster your current attitude and/or refute the incoming attack
emption
13. freedom-threat- message explicitness
ening language
14. boomerang ef- a situation in which a persuasive message produces attitude change in the direc-
fect tion opposite to that intended
15. reactance an unpleasant motivational arousal that emerges when people experience a threat
arousal to or loss of their free behaviors
16. Describe major o Start of the nations in the 1950s: Included print, radio, whistle-stop tours, door-
changes in po- to-door
litical campaign
eras. o 1950-1980's: Added tv, Before could hardly see candidate, Professionalism- more
of a team, need to help, keep structure, assistance, This increased cost ($$)
o Late 80s to late 90s: Direct mail- which seems more personal, Targeted tv
advertising
o Post Truth Era: Big data to specialize target audience, More information gathering
from social media - less fact checking
Globalization of campaigning (and interference)
17. Health Belief o Combo of fear appeals and theory of planned behavior
Model o Is there a treat , can I do something about it do I have the resources to do
something
CORRECT Answers
1. persuasive pub- strategic, usually traditional media + social media + interpersonal com , but doesn't
lic communica- need all. Clear start and ends dates, specific and targeted audiences. One-size fits
tion campaigns all tailoring, ex. Opioid epidemic, one message will not speak to all, so it is tailored
to target communities with high usage.
2. commit- guide to campaign development, the CCM stipulates that to create meaningful
ment-communi- change, designers of public awareness campaigns must persuade the public to
cation model commit to and participate in solving the problem.
3. recognition in- refers to the degree to which individuals view a problem "as needing to be
volvement addressed and is based on perceived level of personal salience and involvement"
with the problem
4. subjective norms are the attitudes of the people we care about, about this behavior, people's whose
attitudes matter to you.
5. perceived behav- how much control do you really have?
ioral control
6. compliance gain- Acquiescence- will do something, but not sold on it, implicit or explicit requests
ing
Norm of reciprocity- ill do this for you, you do this for me
7. anchor where you lay on latitude scale
8. contrast effects make things very different, far away from being where someone else WANTS our
position to be
9. assimilation ef- making things seem closer together than they actually are
fects
10. lattitudes latitude of acceptance- Positive, yes,
latitude of rejection- automatic no, negative, do not like
, COM 312 exam 2 ACTUAL UPDATED Questions and
CORRECT Answers
latitude of noncommitment- in the middle , unsure
11. inoculation small exposure, know its coming
12. refutational pre- content that helps bolster your current attitude and/or refute the incoming attack
emption
13. freedom-threat- message explicitness
ening language
14. boomerang ef- a situation in which a persuasive message produces attitude change in the direc-
fect tion opposite to that intended
15. reactance an unpleasant motivational arousal that emerges when people experience a threat
arousal to or loss of their free behaviors
16. Describe major o Start of the nations in the 1950s: Included print, radio, whistle-stop tours, door-
changes in po- to-door
litical campaign
eras. o 1950-1980's: Added tv, Before could hardly see candidate, Professionalism- more
of a team, need to help, keep structure, assistance, This increased cost ($$)
o Late 80s to late 90s: Direct mail- which seems more personal, Targeted tv
advertising
o Post Truth Era: Big data to specialize target audience, More information gathering
from social media - less fact checking
Globalization of campaigning (and interference)
17. Health Belief o Combo of fear appeals and theory of planned behavior
Model o Is there a treat , can I do something about it do I have the resources to do
something
