Which is NOT true of the hypodermic needle or magic bullet theory?
A) intended to have direct impact
B) arose at a time when communication was viewed as cyclical
C) one of the earliest approaches to mass communication
D) one of the earliest approaches to public relations
E) refers to the message a PR professional is trying to convey
Answer: B
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During the campaign, one candidate called into question the other candidate's
patriotism, noting, "Obviously, he cares little about our country because he has frequently vacationed in Europe rather than here in the good old U.S.A". How should we evaluate this speaker's use of emotional appeal? A) highly ethical, because he raised an appropriate issue and exposed the other candidate's behavior B) ethically questionable, due to his lack of evidence and reasoning regarding the candidate's actual love of country C) ethically sound, because he provides a concrete instance of how the candidate failed to show love of country when he had the choice D) ethically sound, since it reveals how one candidate understands what it means to be patriotic and how the other candidate does not
When you construct an audience-analysis questionnaire, scale questions are especially useful for getting at the strength of a respondent's attitudes.
Answer the following statement true (T) or false (F)
In her speech about computer-enhanced advertisements, Anna D’Archangelis
uses a combination of emotional, logical, and ethical appeals to convince listeners of the validity of her proposition. Indicate whether the statement is true or false.
After its development by Gutenberg, the printing press spread rather slowly throughout Europe.
Answer the following statement true (T) or false (F)