ADPR 3850 Exam 3 questions with correct answers!

ADPR 3850 Exam 3 questions with
correct answers!

Public Opinion - correct answer ✔✔The collection of views or opinions held by people about issues
concerning them



Influences on Public Opinion - correct answer ✔✔~ Self-interest

~ Major events

~ Certain elites / Opinion leaders

~ Media



Opinion Leaders - correct answer ✔✔Are typically...

~ Highly interested in a given subject or issue

~ Better informed than most (often college educated)

~ Avid consumers of media

~ Early adopters of new ideas/technology

~ Good organizers who can galvanize action

~ Active in the community and w/ recreation activities

~ Have higher income



Multi-Step Flow Model - correct answer ✔✔Information --> Media Message --> *Opinion Leaders* -->
Attentive Publics --> Less Attentive Publics



Agenda Setting Theory - correct answer ✔✔*Theory of Public Opinion*



~ The media don't tell us what to think, only what to think about

~ PR specialists are responsible for anywhere from 50-60% of media content

~ The current issues that the media are telling us are important depends on where you look

,Framing - correct answer ✔✔*Theory of Public Opinion*



A muddled concept that is defined a number of different ways by a number of different people

~ Some refer to it as the selection of specific facts or pieces of info that journalists use in news story

~ More rigid definitions focus on the presentation of equivalent information in communication

~ Often used in health communication campaigns



Gain Frames - correct answer ✔✔Emphasize the advantages of a given action



~ I.e., "If you quit smoking you will live longer"

~ Typically work better for motivating *prevention behaviors*



Prevention Behaviors - correct answer ✔✔Gain Frames typically work better for motivating __________.



I.e., using sunscreen at the beach to prevent skin cancer



Loss Frames - correct answer ✔✔Emphasize the disadvantage of failing to comply



~ I.e., "If you don't quit smoking you will die sooner"

~ Typically work better for motivating *detection behaviors*



Detection Behaviors - correct answer ✔✔Loss Frames typically work better for motivating _________.



~ I.e., cancer screenings



Frames - correct answer ✔✔_________ are not about offering new facts, rather they differ in how they
prevent issues.

~ Estate tax vs. Death tax

, ~ Drill of oil vs. Explore for energy



How Frames help audiences - correct answer ✔✔Determine why an issue is important

~ I.e., is seconhand smoke a health issue or rights issue?



Efficiently process new information by connecting it to what we already know



Persuasion Techniques - correct answer ✔✔We try to impact public opinion through _________
__________ .



Uses of Persuasion - correct answer ✔✔1. Change or neutralize hostile opinions

2. Crystallize latent opinions and positive attitudes

3. Conserve favorable opinions



Attributes Related to Persuading People - correct answer ✔✔1. Credibility / Attractiveness of the
messenger

2. Expertise of the communicator

3. Sincerity

4. Charisma



Elaboration Likelihood Model - correct answer ✔✔What does ELM stand for?



Feel --> Learn --> Do - correct answer ✔✔~ High Consequence decision

~ Larger Emotional reward

~ Affective

~ i.e., engagement ring



Learn --> Feel --> Do - correct answer ✔✔~ High Consequence decision

~ Larger Rational reward