Comm 634 Midterm

  1. Theories from the powerful effects model of commnication are not useful for PR writers in dealing with audiences who...?
    Powerful Effects
  2. The idea that attitude change is more a change in a person's perception rather than a change in belief is what researchers Sherif and Hovland refer to as..?
    Social Judgement Theory
  3. The idea that individuals see what they want to see and what they expect to see is most strongly associated with?
    Expectancy-value Theory
  4. What contributes to a communicator's credibility?
    expertise, personal experience, status, communicative compitence, sincerity, unbiasedness
  5. A stranger on the street comments that he or she likes your new jacket. According to research, how would this praise be accepted?
    A positive message from a stranger has more impact than from a friend, but a negative message has more influence from a friend rather than a stranger.
  6. What are the common persuasive tactics that can become tools of propaganda?
    • Plain Folks Appeal
    • Testimonials
    • Bandwagons
    • Namecalling
    • Card Stacking
    • Glittering Generalities
    • Stereotypes
    • Repetition
  7. What is the sleeper effect?
    At first, one may consciously reject a message from a source they dislike or distrust, but over time memory of the source may fade while they remember the message.
  8. Research suggests message repetition is effective with what?
    Keeping issues on the public agenda (voter turn out)
  9. With what kind of objective is humor effective?
    When it seems natural or contrived and whether it is appropriate to the subject.
  10. What should a PR professional consider before using a testimonial?
    Whether the expert has knowledge in the subject. Is the testimony paid for? Whether it is legitimate or not?
  11. Know the order of maslow's hierarchy of needs beginning at the base of the pyramid and moving to its peak.
    Health, Safety, Love, Esteem, Fulfillment
  12. What is a benefit statement?
    Part of a planning sheet that provides a clear statement of how the organization can satisfy the publics wants, interests, and needs.
  13. What is the order ot the steps for writing PR objectives?
    Public, Category, Direction, Specific Effect, Focus, Performance Measure, Time Period.
Card Set
Comm 634 Midterm
4.28 Exam