PUR3000 Exam 2 ACTUAL UPDATED
Exam Questions and CORRECT Answers
Definition of communication - CORRECT ANSWER - COMMUNICATION IS A
TRANSACTIONAL PROCESS BASED ON A SHARED INTERPREATION OF REALITY
VIA SYMBOLS
Objectives of communication - CORRECT ANSWER - • Message exposure
• Accuracy in the dissemination of the message
• Acceptance of the message
• Attitude change
• Change in overt behavior
Five communication elements - CORRECT ANSWER - • Wilbur Schramm's model
• Asender/source
• AMessage
• Achannel
• Areceiver
• Feedback
• Little or no communication is achieved unless the sender and the receiver share the experience.
two-step flow theory - CORRECT ANSWER - From mass media > opinion leaders >
followers
Interaction theory & media dependency theory - CORRECT ANSWER - • 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 - CORRECT ANSWER - 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
uncertainty reduction theory, situational theory - CORRECT ANSWER - • 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
• You have to be flexible why? The public is not static
• High involvement vs. low involvement
social learning theory/ social construction of reality theory - CORRECT ANSWER - ...
source credibility - CORRECT ANSWER - • Expertise
• Sincerity
• Trustworthiness
• Attractiveness
cognitive dissonance - CORRECT ANSWER -•
Peopledesiretohaveconsistencyintheirlives
• If campaigns demonstrate two conflicting beliefs, they will feel cognitive dissonance
• Discomfortfromthecontradictionsintheirbelief system, which they will want to resolve
five-stage adoption process - CORRECT ANSWER - awareness > interest > evaluation >
trial > Adoption
Diffusion theory - CORRECT ANSWER - Diffusion of Innovation
• 1: Innovator :2.5%
, • 2: Early adopter : 13.5% • 3: Early majority : 34%
• 4: Late majority : 34%
• 5: Laggards: 16%
What are some of the basic rules for writing with clarity so messages can be understood? -
CORRECT ANSWER - 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
What is public opinion and when/why did the concept of public opinion mature? - CORRECT
ANSWER - • 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
Discuss the basic aspects of public opinion as it relates to public relations: self-interest, passive
v. active, event
sensitivity and elusiveness. - CORRECT ANSWER - • Onceselfinterestinvolved, difficult
to change
• Passivev.activeopinion holders
• Highlysensitivetoevents
• Verydifficulttomeasure
Understand who are opinion leaders (formal v. informal) and explain their characteristics. -
CORRECT ANSWER - • Types: formal and informal
• Highly interested in subject
• Better informed on the issue
Exam Questions and CORRECT Answers
Definition of communication - CORRECT ANSWER - COMMUNICATION IS A
TRANSACTIONAL PROCESS BASED ON A SHARED INTERPREATION OF REALITY
VIA SYMBOLS
Objectives of communication - CORRECT ANSWER - • Message exposure
• Accuracy in the dissemination of the message
• Acceptance of the message
• Attitude change
• Change in overt behavior
Five communication elements - CORRECT ANSWER - • Wilbur Schramm's model
• Asender/source
• AMessage
• Achannel
• Areceiver
• Feedback
• Little or no communication is achieved unless the sender and the receiver share the experience.
two-step flow theory - CORRECT ANSWER - From mass media > opinion leaders >
followers
Interaction theory & media dependency theory - CORRECT ANSWER - • 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 - CORRECT ANSWER - 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
uncertainty reduction theory, situational theory - CORRECT ANSWER - • 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
• You have to be flexible why? The public is not static
• High involvement vs. low involvement
social learning theory/ social construction of reality theory - CORRECT ANSWER - ...
source credibility - CORRECT ANSWER - • Expertise
• Sincerity
• Trustworthiness
• Attractiveness
cognitive dissonance - CORRECT ANSWER -•
Peopledesiretohaveconsistencyintheirlives
• If campaigns demonstrate two conflicting beliefs, they will feel cognitive dissonance
• Discomfortfromthecontradictionsintheirbelief system, which they will want to resolve
five-stage adoption process - CORRECT ANSWER - awareness > interest > evaluation >
trial > Adoption
Diffusion theory - CORRECT ANSWER - Diffusion of Innovation
• 1: Innovator :2.5%
, • 2: Early adopter : 13.5% • 3: Early majority : 34%
• 4: Late majority : 34%
• 5: Laggards: 16%
What are some of the basic rules for writing with clarity so messages can be understood? -
CORRECT ANSWER - 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
What is public opinion and when/why did the concept of public opinion mature? - CORRECT
ANSWER - • 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
Discuss the basic aspects of public opinion as it relates to public relations: self-interest, passive
v. active, event
sensitivity and elusiveness. - CORRECT ANSWER - • Onceselfinterestinvolved, difficult
to change
• Passivev.activeopinion holders
• Highlysensitivetoevents
• Verydifficulttomeasure
Understand who are opinion leaders (formal v. informal) and explain their characteristics. -
CORRECT ANSWER - • Types: formal and informal
• Highly interested in subject
• Better informed on the issue
