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Multiple Choice
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1

Which of the following is not a critical path to influencing people?
A)interest
B)personal experience
C)adoption
D)trials
E)none of the above
2

Advantages of writing using the inverted pyramid include
A)important details are at the beginning.
B)strong opening gets reader's attention.
C)editors may cut the story from the bottom up.
D)all of the above.
3

Which is a controlled medium?
A)newspapers
B)internet home site
C)television
D)radio
4

Which of the following is not a principle of effective writing?
A)Use adjectives and adverbs sparingly.
B)Write in the passive voice.
C)Use short, simple words.
D)Use short, simple sentences and paragraphs.
5

Publicity releases must be planned for what two audiences?
A)men and women
B)TV viewers and newspaper readers
C)those who use media and those who don't
D)the editor or reporter (or news director) and the primary audience
6

Direct mail is preferred over TV because
A)it is extremely selective.
B)of the immediacy of the message.
C)of the popularity of the medium.
D)it combines sight and sound.
7

Individuals who have direct contact with the primary audience and can pass messages along to them are described as
A)primary publics.
B)moderating publics.
C)intervening publics.
D)latent publics.
8

When seeking to get people to adopt information, the best channel of influence to use at the point of adoption is
A)mass media.
B)unbiased third parties.
C)biased intermediaries.
D)personal experience.
9

Individuals who perceive themselves as having an interest in the actions of an organization are called
A)stakeholders.
B)stockholders.
C)special interest groups.
D)all of the above.
10

In the early stages of a campaign, the best channels to use are
A)unbiased third parties.
B)mass media.
C)personal experience.
D)intermediaries.





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