Ch. 6

Which of the following are communication tactics?
All of the above
All of the following are characteristics of “personalized communication” EXCEPT
Public media
All of the following are characteristics of “mass communication” EXCEPT
Low social presence
All of the following are examples of “controlled media” EXCEPT
Newspaper placements
Which of the following is a key objective for communicating a message?
All of the above
All of the following are elements of Schramm’s communication model except:
Interceptor
The theory that says people use the mass media for a variety of purpose is known as:
Uses and gratification
The kind of audience that may initially pay attention to a message only because it’s entertaining is known as a
Passive audience
Effective tools for delivering information to an active audience include all of the following EXCEPT
Billboards
All of the following are ways to increase audience understanding and comprehension of a message EXCEPT
Use cliches
Which of the following is NOT a benefit of repeating a message?
Guaranteed sales
All of the following are stages in the Five-Stage Adoption Process EXCEPT
Fortification
At what stage in the adoption process do people seek more information about the idea or product?
Interest
According to Rogers, people who are eager to try new ideas are called
Innovators
All of the following are considered to be “intermediate” level of measurement EXCEPT
Behavior
All of the following are techniques used to measure message exposure EXCEPT
Benchmark studies
The potential audience reached by a periodical or broadcast program is known as
Media impressions
Tracking media coverage and comparing it over time is known as
Benchmarking
When practitioners count the number of public relations materials/products created, they are measuring
Production
The measurement technique that measures publicity-generated news stories with advertising is known as
Advertising equivalency