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PUR 3000 EXAM 2 | 146 QUESTIONS | WITH COMPLETE ANSWERS!!
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PUR 3000 EXAM 2 | 146 QUESTIONS | WITH COMPLETE ANSWERS!!
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PUR 3000 EXAM 2 |146 QUESTIONS |
WITH COMPLETE
ANSWERS!!
PUR 3000
Evatee 8/13/24 PUE 3000
,PUR 3000 EXAM 2 | 146 QUESTIONS | WITH
COMPLETE ANSWERS!!
Ch.7 Answer - Ch.7
Definition of communication Answer - A transaction process based on a shared
interpretation of reality via symbols
Objectives of communication Answer - -Message exposure
-Accuracy in the dissemination of the message
-Attitude change
-Change in overt behavior
Five Communication Elements Answer - A sender / source
A message
A channel
A receiver
A feedback
*Little or no communication is achieved unless the sender & receiver share the
experience
Two-step flow theory Answer - 1. Another mass media influence acts as an
opinion leader
affecting the receiver's impression of the initial message.
, 2. The message goes through an opinion leader and then is
transmitted to a follower.
3. Both the opinion leader and the follower receive the same
message.
4. The follower received the message but the opinion leader not.
Interaction Theory & Media Dependency Theory 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 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
Situational Theory 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
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