PUR3000 exam 2
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1. Definition of communication: COMMUNICATION IS A TRANSACTIONAL PROCESS BASED ON A SHARED
INTERPREATION OF REALITY VIA SYMBOLS
2. Objectives of communication: • Message exposure
• Accuracy in the dissemination of the message
• Acceptance of the message
• Attitude change
• Change in overt behavior
3. Five communication elements: • 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.
4. two-step flow theory: From mass media > opinion leaders > followers
5. Interaction theory & media dependency theory: • 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
6. media uses and gratifications theory: 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
7. uncertainty reduction theory, situational theory: • 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
8. social learning theory/ social construction of reality theory: ...
9. source credibility: • Expertise
• Sincerity
• Trustworthiness
• Attractiveness
, PUR3000 exam 2
Study online at https://quizlet.com/_hmipck
10. cognitive dissonance: • Peopledesiretohaveconsistencyintheirlives
• If campaigns demonstrate two conflicting beliefs, they will feel cognitive dissonance
• Discomfortfromthecontradictionsintheirbelief system, which they will want to resolve
11. five-stage adoption process: awareness > interest > evaluation > trial > Adoption
12. Diffusion theory: Diffusion of Innovation
• 1: Innovator :2.5%
• 2: Early adopter : 13.5% • 3: Early majority : 34%
• 4: Late majority : 34%
• 5: Laggards: 16%
13. What are some of the basic rules for writing with clarity so messages can
be understood?: 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
14. What is public opinion and when/why did the concept of public opinion
mature?: • 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
15. Discuss the basic aspects of public opinion as it relates to public relations:
self-interest, passive v. active, event
sensitivity and elusiveness.: • Onceselfinterestinvolved, difficult to change
• Passivev.activeopinion holders
• Highlysensitivetoevents
• Verydifficulttomeasure
16. Understand who are opinion leaders (formal v. informal) and explain their
characteristics.: • Types: formal and informal
• Highly interested in subject
• Better informed on the issue
• Heavy consumers of mass media
• Early adopters of new ideas
Study online at https://quizlet.com/_hmipck
1. Definition of communication: COMMUNICATION IS A TRANSACTIONAL PROCESS BASED ON A SHARED
INTERPREATION OF REALITY VIA SYMBOLS
2. Objectives of communication: • Message exposure
• Accuracy in the dissemination of the message
• Acceptance of the message
• Attitude change
• Change in overt behavior
3. Five communication elements: • 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.
4. two-step flow theory: From mass media > opinion leaders > followers
5. Interaction theory & media dependency theory: • 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
6. media uses and gratifications theory: 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
7. uncertainty reduction theory, situational theory: • 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
8. social learning theory/ social construction of reality theory: ...
9. source credibility: • Expertise
• Sincerity
• Trustworthiness
• Attractiveness
, PUR3000 exam 2
Study online at https://quizlet.com/_hmipck
10. cognitive dissonance: • Peopledesiretohaveconsistencyintheirlives
• If campaigns demonstrate two conflicting beliefs, they will feel cognitive dissonance
• Discomfortfromthecontradictionsintheirbelief system, which they will want to resolve
11. five-stage adoption process: awareness > interest > evaluation > trial > Adoption
12. Diffusion theory: Diffusion of Innovation
• 1: Innovator :2.5%
• 2: Early adopter : 13.5% • 3: Early majority : 34%
• 4: Late majority : 34%
• 5: Laggards: 16%
13. What are some of the basic rules for writing with clarity so messages can
be understood?: 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
14. What is public opinion and when/why did the concept of public opinion
mature?: • 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
15. Discuss the basic aspects of public opinion as it relates to public relations:
self-interest, passive v. active, event
sensitivity and elusiveness.: • Onceselfinterestinvolved, difficult to change
• Passivev.activeopinion holders
• Highlysensitivetoevents
• Verydifficulttomeasure
16. Understand who are opinion leaders (formal v. informal) and explain their
characteristics.: • Types: formal and informal
• Highly interested in subject
• Better informed on the issue
• Heavy consumers of mass media
• Early adopters of new ideas
