4

The most effective two-way communication is

The technique when a message begins with a statement that reflects audience values and predispositions is called

Which of the following is a euphemism?

The condition wherein there is decreased tendency over time to reject material presented by an untrustworthy source is known as

The perspective that focuses largely on messages contrary to one's predispositions is

These individuals are often the last to adopt a product

Mass media have the most influence in what stages of the adoption process?

The natural tendency for a message to lose information is called

Wilbur Schramm's communication model was later adapted to include the concept of 'shared experience'.

Style and creativity are most necessary for an active audience.

Audience attention is usually highest at the beginning of a message.

A cliche is an inoffensive word or phrase that is less direct and less distasteful than the one that represents reality.

The decreased tendency over time to reject material presented by an untrustworthy source is known as cognitive dissonance.

Which is the order of the five-stage adoption process?

The most advanced form of evaluation is

The potential number of people 'exposed' to media messages is referred to as

Advertising Value Equivalency (AVE) basically refers to the notion of measuring

A measurement of audience attitudes and opinions before and after a public relations campaign is a technique known as

The evaluation of communication activity of an organization, which should be done at least once a year is a(an)

Direct mail campaigns often use this approach, in which several different appeals or options are prepared:

A prerequisite for evaluation is to have a clearly established set of measurable objectives.

A baseline study is an assessment of an organization's entire communication program.

Which organization is well-known for promulgating measurement and evaluation standards in the PR profession:

Outputs is what your target audiences took out of your communication and how they reacted to it.

Evidence of the effects of your communication on your target audience is referred to as

The compilation of print and broadcast mentions is called clip(pings).