Which of the Following Statements Is True of the Two-Step

question 127

Multiple Choice

Which of the following statements is true of the two-step approach to mass communications?

• A) The influence of mass media on public opinion is more direct, powerful, and automatic than marketers have supposed.
• B) Communications through mass media bypasses opinion leaders and reaches the individual buyers.
• C) The two-step flow supports the notion that consumption styles are primarily influenced by a "trickle-down" or "trickle-up" effect from mass media.
• D) According to the two-step flow, people interact primarily within their own social groups and acquire ideas from opinion leaders in their groups.
• E) Two-step communication suggests that mass communicators should direct messages to groups of buyers who interpret the message and act accordingly.

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