CMN 10V – FINAL EXAM QUESTIONS
WITH REVISED AND UPDATED
ANSWERS GRADED A+
emotional appeals - Answer-politics, appeal to fear, humor, guilt
fear appeals - Answer-high threat message needs to be believable to be feared, as well
as relevant and novel
more threat means more fear, efficacy reassurances to solve fear, responsive if fear
affects loved ones
guilt appeals - Answer-comes from behaving in a way that violates the standards of
conduct by which our society judges us
reminds us that were violating standards and offers a solution
challenges our view of self
should be mild-moderate, not blaming
humor - Answer-effective attention-gaining device
little effect on comprehension and retention
sometimes enhances if credible, increases liking of ad
selling sex - Answer-appearance and social acceptance products
decorative model, nudity, suggestiveness, double entendre
attention gaining, brand name recall may suffer, focus on attention and execution, not
product evaluation
good credibility if used appropriately, body image effects
patriotic appeals - Answer-made in US, sponsor US team, colors, images, monuments,
differ individual response
global appeal, wartime appeals to hate enemies
audience analysis - Answer-to know audience, process of gathering info about audience
members through research and informal means
surveys, focus groups, informal queries, existing data
demographic, knowledge, dispositions
demographic - Answer-age, gender, race, ethnicity, language, culture, social economic
status, religion
knowledge - Answer-familiarity with topic, basis of knowledge, level of direct experience
with issue
,dispositions - Answer-expectations, initial attitudes/beliefs, interests and goals,
motivations, biases/prejudices, credibility to speaker
segmentation - Answer-dividing people into relatively homogeneous subgroups by
demographic, psychographics, media/product use
tailoring - Answer-delivering a different, adapted message to each individual
difficult with mass media, do with friends and family daily
direct mail, websites, computer kiosks, smartphones, micro-targeting in politics, internet
advertising
future - cable
weapons of influence - Answer-reciprocation, commitment, consistency, social proof,
liking, authority, scarcity
fixed-action patterns - Answer-automatic responses to situations can be manipulated by
marketers
generally, people will do things if they are given a reason
contrast principle - Answer-if difference of two stimuli is great, perceptions of difference
is highly exaggerated
rule of reciprocation - Answer-feel debt after receiving something
principle of consistency - Answer-committing to decision increases confidence, best
when no large reward present, gut feeling = sucker
ex. laugh track
bystander effect - Answer-more likely to help when less people look to others to judge
appropriate reaction due to uncertainty
identify one person as responsible and others will follow
halo effect - Answer-positive visible trait increases perception of positive traits
increased exposure - Answer-increased liking
increased authority - Answer-increased trust, decreased responsibility
scarcity principle - Answer-less available increases attraction
off limits, taboo, inappropriate
health communication - Answer-study and use of communication strategies to
inform/influence individual decisions
, health - Answer-(WHO) state of complete physical, mental, and social well-being and
not merely the absence of disease or infirmity
mental health - Answer-state of well-being in which every individual realizes their own
potential, can cope withe normal stresses of life, can work productively and fruitfully,
and can contribute to community
study of health communication - Answer-interdisciplinary field, implied social science,
ideally theory driven
contexts - healthcare, public health, interpersonal, commercial ads
HC environmental influences - Answer-media environment, social
environment/networks, physical environment, policy environment
doctor-patient communication - Answer-good communication associated with better
health outcomes
pathways model - Answer-communication functions -> proximal outcomes ->
intermediate outcomes -> health outcomes
improve physical health - Answer-chemical therapeutic regimens, mechanical therapies,
behavioral regimens, psychological regimens
improve psychosocial health - Answer-Positive psychological Outlook, strong social
network, financial Resources, self-efficacy
communication functions - Answer-The purpose for which something is designed, used,
or exists, multifunctional, exchange info, respond emotionally, uncertainty, foster
relationships, make decisions, enable self-management
mass media effect - Answer-a change in an outcome within a person or social entity that
is due to mass media influence following exposure to a mass media message or series
of messages
types of mass media effects - Answer-1. cognitions
2. attitudes
3. beliefs
4. affects
5. physiology
6. behavior
differential susceptibility - Answer-cause mass media effects to be not uniform due to
individual's:
1. disposition
2. developmental
3. social
