Deck 7: Public Opinion and Persuasion

Question 1

People who take the time to sift information, evaluate it, and form an opinion that is expressed to others are known as

A) scientists.
B) evaluators.
C) opinion leaders.
D) celebrities.
E) citizen journalists.

Answer 1

C

Question 2

_____ theory states that internal factors such as beliefs, attitudes, and values limit the extent to which an individual accepts or rejects persuasive message.

A) Hierarchy of needs
B) Social judgment
C) Two-step flow
D) Framing
E) Cognitive dissonance

Answer 2

B

Question 3

As persuader, which factors are most important to remember when it comes to negotiation?

A) As a strategy, negotiation is not effective unless you first try persuasion.
B) Most states require negotiation among parties before lawsuits are initiated.
C) Negotiation can be used in lieu of a lawsuit.
D) How parties positions themselves beforehand will impact how the process unfolds.
E) Both C and D.

Answer 3

E

Question 4

What is most important for public relations professionals to remember when considering the role of propaganda?

A) To never intentionally use it to deceive the public.
B) To use it selectively, only with the "transfer" approach.
C) Ethics and law are completely different from one another.
D) It is already used extensively, so why fight it?
E) It should never be used under any circumstances.

Question 5

According to Roper Reports, _____ percent of the population drive public opinion and consumer trends.

A) 1-3
B) 10-12
C) 27-29
D) 40-42
E) 55-57

Question 6

All of the following are levels in Maslow's Hierarchy of Needs EXCEPT:

A) Basic needs.
B) love.
C) belonging.
D) domination.
E) self-actualization.

Question 7

Gandy estimates that as much as _____ percent of what the media carry comes from public relations sources.

A) 10
B) 30
C) 50
D) 70
E) 90

Question 8

_____ is the propaganda technique of associating the person, product, or organization with something that has high status, visibility, or credibility.

A) Transfer
B) Glittering generalities
C) Bandwagon
D) Card stacking
E) Plain folks

Question 9

Regarding the role of conflict and controversy, which of the following is not true?

A) It is central to public discourse.
B) It tends to destabilize key publics.
C) It offers insight into differences among individuals and groups.
D) It explains conflicting interests, goals, values or desires.
E) It creates a constructive process that builds toward consensus.

Question 10

You have been placed in charge of public relations campaign to stop teenagers from texting while driving.To make your message more persuasive, you decide to shoot series of social media videos that follow the life of famous teenage musician through texting-related car crash and his painful recovery.You are mostly using the following technique(s):

A) drama and stories.
B) surveys and polls.
C) endorsements.
D) Both A and C
E) emotional appeals.

Question 11

All of the following factors limit the effectiveness of persuasive efforts EXCEPT:

A) lack of message penetration.
B) competing or conflicting messages.
C) lack of time to listen.
D) self-selection.
E) self-perception.

Question 12

All of the following are factors in persuasive communication EXCEPT:

A) audience analysis.
B) source authority.
C) appeals to self-interest.
D) audience participation.
E) suggestions for action.

Question 13

Researchers by behaviorists suggests that public relations messages should

A) be simple.
B) be subliminal.
C) be authoritarian.
D) relay the impression that "everyone is doing it."
E) Both A and D.

Question 14

Persuasion can be used to

A) change hostile opinions.
B) neutralize hostile opinions.
C) crystallize latent opinions.
D) maintain favorable opinions.
E) all of the above.

Question 15

The most difficult persuasive task is to

A) sell people on a new product.
B) raise awareness about a cause.
C) turn hostile opinions into favorable ones.
D) get people to sign petitions.
E) reinforce existing opinions.

Question 16

_____ theory says that individuals are seldom influenced by only one opinion leader but actually interact with different leaders.

A) N-step
B) Framing
C) Diffusion
D) Agenda setting
E) None of the above

Question 17

The theory that describes how journalists use facts, themes and treatments to shape story is known as

A) framing theory.
B) agenda setting.
C) two-step flow theory.
D) uses and gratifications.
E) fact-based storytelling.

Question 18

Which theory states that media content is influenced by broad array of forces, all of which attempt to shape media story?

A) Limited effects
B) Diffusion
C) Framing.
D) Media dependency
E) Self-perception

Question 19

Demographics and psychographics differ mainly because:

A) demographics refer to factors including age, gender, and ethnicity.
B) psychographic information is more difficult to gather.
C) demographic information tends to be less reliable.
D) psychographics are based on lifestyle, attitudes, beliefs and values.
E) Both A and D.

Question 20

Which medium is most effective for conveying in-depth information?

A) radio
B) television
C) newspaper
D) video news releases
E) none of the above

Question 21

Public relations professionals are major players in forming public opinion, thanks to their work in media relations.

Question 22

Don't advocate something in which you do not believe yourself.

Question 23

Many messages fail because the audience finds them unnecessarily complex in content or language.

Question 24

Public opinion is useful to research, but it is not tangible force that affects great number of people.

Question 25

No message is received in vacuum.

Question 26

Many public relations campaigns concentrate on identifying and reaching key opinion leaders.

Question 27

Using modern communication techniques, the diffusion of messages is usually pervasive.

Question 28

Persuasion, as it is practiced in public relations today, is only few hundred years old.

Question 29

Public opinion is fickle and variable; an ever-changing commodity.

Question 30

According to Nielsen survey, friend's recommendation is the most trusted form of source credibility.