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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Definitions:

Retract

To withdraw a statement, accusation, or commitment, often formally or publicly.

Defect

A flaw or imperfection in a product, system, or process that detracts from its intended function.

People Skills

The ability to communicate, interact, and work well with others effectively.

Training

Training refers to the process of teaching or developing in oneself or others, any skills and knowledge that relate to specific useful competencies.