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Public Relations The Profession and The Practice 4Th Edition Lattimore Test Bank Full Chapter PDF
Public Relations The Profession and The Practice 4Th Edition Lattimore Test Bank Full Chapter PDF
Student: ___________________________________________________________________________
1. Individuals in __________________ have direct contact with the primary audience and can pass messages
along to them.
A. aware publics
B. intervening publics
C. latent publics
D. moderating publics
E. active publics
2. ____________________ are groups that share a common goal or guiding philosophy and can make an impact
on the primary public.
A. aware publics
B. intervening publics
C. latent publics
D. moderating publics
E. active publics
4. ________________ is a term used to describe the way in which new ideas are adopted in a society.
A. Communication
B. Programming
C. Matriculation
D. Diffusion
E. Absorption
5. Which of the following is one of the steps in the diffusion process?
A. research
B. programming
C. objectives
D. evaluation
E. communication
7. Which of the following is NOT one of the channels of influence in the diffusion process?
A. social norms
B. personal experience
C. mass media
D. significant others
E. biased intermediaries
8. In the early stages of awareness and interest, ________________ are most effective at persuading adoption.
A. social norms
B. personal experience
C. mass media
D. significant others
E. biased intermediaries
9. When the initial goals of awareness and interest are met, public relations actions should move to subtle forms
of communication through ____________________________.
A. newspapers and magazines
B. latent and moderating publics
C. significant others and unbiased third parties
D. mass media and biased intermediaries
E. controlled and uncontrolled media
10. The two-step flow of information theory was built on the premise that certain people in our society are
_________________.
A. mass media consumers
B. not capable of being persuaded
C. latent
D. opinion leaders
E. difficult to reach through the media
12. ________________ assume the responsibility for making sure all messages received by their publics are
prepared according to the public relations plan.
A. editors
B. writers
C. project managers
D. stakeholders
E. primary audiences
14. James H. Couey found that the optimum average for most sentences seemed to be about ___________
words.
A. 10
B. 17
C. 25
D. 29
E. 33
15. The _________________ style of writing organizes a story so the most important points are covered first.
A. message priority
B. influential structure
C. composition triangle
D. inverted pyramid
E. facts-up-front
17. Which of the following is one of the basic considerations for media selection?
A. slant of typical news stories
B. audiences
C. availability of media near organization
D. managers in control of media
E. whether graphics will be used or not
18. Which of the following is NOT one of the basic elements through which a message must pass where the
audience may selectively decide to be involved with communication or not?
A. understanding
B. retention
C. action
D. attention
E. publication
19. For messages to be understood, there needs to be ______________ between both message sender and
message receiver.
A. shared frame of reference
B. physical contact
C. verbal communication
D. mutual respect
E. a sense of liking
20. In the end, a message must be _______________ to be acted upon.
A. published
B. interesting
C. beneficial
D. enjoyable
E. retained
21. The action implemented to accomplish a public relations plan can be explained as an attempt to spread
_____________ within a target audience.
A. information
B. propaganda
C. deception
D. bias
E. None of these
22. The ____________ is built upon the belief that opinion leaders can be convinced to support a certain matter
and influence others to support it also.
A. Diffusion of Innovations Theory
B. Elaboration Likelihood Model
C. Two-Step Flow of Information Theory
D. Social Exchange Theory
E. None of these
23. In the diffusion process, mass media become the primary channel of influence in the _____________ stage.
A. interest
B. evaluation
C. trial
D. adoption
E. None of these
24. Broadly, _____________ are those individuals who perceive themselves to have an interest in the actions of
an organization.
A. shareholders
B. internal publics
C. adopters
D. laggards
E. stakeholders
25. _______________ are residence stakeholders.
A. Consumer Advocates
B. Shareholders
C. Media
D. Employees
E. None of these
26. The length of sentences in a written document is widely recognized as a key to its __________.
A. persuasiveness
B. clarity
C. publication in the media
D. usefulness for corporate websites
E. None of these
27. The ___________ is a journalistic name for the first one or two paragraphs of a news story or other
informative writing.
A. hook
B. launch
C. climax
D. lead
E. inverted pyramid
1. Individuals in __________________ have direct contact with the primary audience and can pass messages
along to them.
A. aware publics
B. intervening publics
C. latent publics
D. moderating publics
E. active publics
Lattimore - Chapter 07 #1
2. ____________________ are groups that share a common goal or guiding philosophy and can make an impact
on the primary public.
A. aware publics
B. intervening publics
C. latent publics
D. moderating publics
E. active publics
Lattimore - Chapter 07 #2
Lattimore - Chapter 07 #3
4. ________________ is a term used to describe the way in which new ideas are adopted in a society.
A. Communication
B. Programming
C. Matriculation
D. Diffusion
E. Absorption
Lattimore - Chapter 07 #4
Lattimore - Chapter 07 #5
Lattimore - Chapter 07 #6
7. Which of the following is NOT one of the channels of influence in the diffusion process?
A. social norms
B. personal experience
C. mass media
D. significant others
E. biased intermediaries
Lattimore - Chapter 07 #7
8. In the early stages of awareness and interest, ________________ are most effective at persuading adoption.
A. social norms
B. personal experience
C. mass media
D. significant others
E. biased intermediaries
Lattimore - Chapter 07 #8
9. When the initial goals of awareness and interest are met, public relations actions should move to subtle forms
of communication through ____________________________.
A. newspapers and magazines
B. latent and moderating publics
C. significant others and unbiased third parties
D. mass media and biased intermediaries
E. controlled and uncontrolled media
Lattimore - Chapter 07 #9
10. The two-step flow of information theory was built on the premise that certain people in our society are
_________________.
A. mass media consumers
B. not capable of being persuaded
C. latent
D. opinion leaders
E. difficult to reach through the media
14. James H. Couey found that the optimum average for most sentences seemed to be about ___________
words.
A. 10
B. 17
C. 25
D. 29
E. 33
15. The _________________ style of writing organizes a story so the most important points are covered first.
A. message priority
B. influential structure
C. composition triangle
D. inverted pyramid
E. facts-up-front
17. Which of the following is one of the basic considerations for media selection?
A. slant of typical news stories
B. audiences
C. availability of media near organization
D. managers in control of media
E. whether graphics will be used or not
18. Which of the following is NOT one of the basic elements through which a message must pass where the
audience may selectively decide to be involved with communication or not?
A. understanding
B. retention
C. action
D. attention
E. publication
19. For messages to be understood, there needs to be ______________ between both message sender and
message receiver.
A. shared frame of reference
B. physical contact
C. verbal communication
D. mutual respect
E. a sense of liking
21. The action implemented to accomplish a public relations plan can be explained as an attempt to spread
_____________ within a target audience.
A. information
B. propaganda
C. deception
D. bias
E. None of these
22. The ____________ is built upon the belief that opinion leaders can be convinced to support a certain matter
and influence others to support it also.
A. Diffusion of Innovations Theory
B. Elaboration Likelihood Model
C. Two-Step Flow of Information Theory
D. Social Exchange Theory
E. None of these
23. In the diffusion process, mass media become the primary channel of influence in the _____________ stage.
A. interest
B. evaluation
C. trial
D. adoption
E. None of these
26. The length of sentences in a written document is widely recognized as a key to its __________.
A. persuasiveness
B. clarity
C. publication in the media
D. usefulness for corporate websites
E. None of these
27. The ___________ is a journalistic name for the first one or two paragraphs of a news story or other
informative writing.
A. hook
B. launch
C. climax
D. lead
E. inverted pyramid
30. _________________ describes the situation where publics can attend to only a few of the messages they are
bombarded with daily.
A. Diffusion of innovation
B. Selective perception
C. Limited resources
D. Selective attention
E. None of these
Category # of Questions
Lattimore - Chapter 07 30
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