Public Relations Principles Chapter 7 – Flashcards
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The theory/perspective that focuses largely on messages contrary to one's dispositions
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cognitive dissonance
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Trade show booths would be an example of a method to reach active information-seekers
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true
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Mass media have the most influence in what stages of the adoption process?
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awareness and interest
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Passive audiences need messages that have
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style and creativity
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An inoffensive word or phrase that is less direct or distasteful that one that represents reality is a
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euphemism
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Jargon essentially revolves around a problem in
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semantics
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Attitude change and change in overt behavior are difficult objectives for the communicator because of outside factors/variables
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true
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Audience attention is highest at
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the beginning of the message
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Which would not be considered a "triggering" event?
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new house purchase (triggering event-natural disaster)
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Style and creativity are most necessary for an active audience
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false
