Deck 12: Application of Theory: Communications Campaigns

Question 1

Which of the following is still a standard communication channel for daily work and some personal interaction, but is being eclipsed?

A) E-mail
B) Twitter
C) Social media
D) Text messaging

Answer 1

A

Question 2

Identifying your key target audiences, and often subgroups within target audiences, is a process known as:

A) audience profiling.
B) audience tailoring.
C) audience monitoring.
D) audience segmenting.

Answer 2

D

Question 3

Which of the following can consist of interviews, focus groups (something like a group interview), or surveys with members of the target audience who have agreed to participate in the research?

A) Ecological research
B) Experimental research
C) Observational research
D) Formative research

Answer 3

D

Question 4

Which of the following is kind of a shortcut because a consumer can grasp what the product stands for because it is linked to an appealing idea or image?

A) Branding
B) Lobbying
C) Media advocacy
D) News outreach

Question 5

Which type of campaign indirectly aims at health behavior change by seeking to change social institutions and their policies and, in doing so, get at the environment that surrounds behavior?

A) Branding
B) Lobbying
C) Media advocacy
D) News outreach

Question 6

Campaigns concentrated on reaching community leaders, which is an example of targeting "elite opinions," is identified as which of the following and may involve media advocacy?

A) Individual models
B) Social diffusion
C) Institutional diffusion
D) Innovative diffusion

Question 7

Human life is inseparable from the complex world that is represented, stored, transmitted, and altered through the incredible range of communication processes that we use.

Question 8

All major broadcast media have parallel Internet operations via websites and weblogs, or "blogs," have become a major source of information and opinion.

Question 9

The Health Belief Model may help direct your messages to the "stage" of one or more of the target audience segments and help you determine what change process you need to emphasize or help move them toward action.

Question 10

Due to all the mobile innovation, there is currently very little place for cable television and satellite broadcasting as a means of disseminating information.