Deck 5: Mass Media Audience: Industry Perspective

Question 1

As audience is no longer understood as a mass but rather as fragmented, media businesses

A) have decided to no longer look for new audiences.
B) have developed a three-step strategy to construct and attract audiences.
C) have been in decline.
D) prefer to ignore this fragmentation.

Answer 1

B

Question 2

Media businesses have developed a three-step audience strategy. The first step is

A) conditioning audiences for repeated exposure.
B) identifying audience needs.
C) developing media messages to attract niche audiences.
D) None of the above

Answer 2

B

Question 3

The VALS typology was developed by

A) an advertising firm in Chicago.
B) Time magazine.
C) General Motors.
D) the Stanford Research Institute.

Answer 3

D

Question 4

Today, mass media programmers and producers advertising their products through the mass media

A) think that media messages affect all audience members in the same way.
B) ignore demographics and psychographics.
C) construct particular messages for particular groups of people.
D) are only interested in reaching a large audience.

Question 5

One reason why gender has lost its value as a way of identifying a target market for most marketing campaigns is that

A) women earn less money than men.
B) women typically stay home and raise children.
C) the number of women in the workforce is about the same as that of men.
D) All of the above

Question 6

Audience used to be understood as a collection of people in which everybody exhibited the same needs for information and entertainment. That means audience used to be viewed as

A) a segment.
B) a niche.
C) a mass.
D) demographics.

Question 7

Which of the following has become the scarce resource of the information economy?

A) Advertising money
B) Niche audiences
C) Media outlets
D) Audience attention

Question 8

A niche is

A) a type of media convergence.
B) an advertising slogan that sticks with you.
C) a segment of the population.
D) a rash that can develop after extended hours of television exposure.

Question 9

Over the years, audience segmentation schemes have become more

A) universal.
B) defined.
C) simplified.
D) sophisticated.

Question 10

You are a member of a geographic community that has a local newspaper. You are a member of several virtual communities that have either websites or newsletters sent to listservs. That means you are part of different

A) niche audiences.
B) masses.
C) targets.
D) media organizations.

Question 11

The VALS typology segments audiences based on

A) demographics.
B) geography.
C) psychographics.
D) social class.

Question 12

Market segmentations by gender, age, ethnic background, education, and income are all forms of

A) demographic segmentation.
B) geographic segmentation.
C) VALS typology.
D) psychographic segmentation.

Question 13

Geographic segmentation is

A) more useful than it used to be.
B) most relevant for Internet marketing.
C) most important to newspapers, radio, and local TV.
D) None of the above

Question 14

Segmentation can be

A) demographic.
B) geographic.
C) psychographic.
D) all of the above

Question 15

All of the following statements are true, except

A) Each person belongs to only one niche audience.
B) Media programmers rent audience attention to advertisers.
C) Media programmers almost never attempt to sell a product, service, or media message to everyone.
D) Media programmers have realized that not everyone shared the same needs for information and entertainment.

Question 16

Demographic segmentation is based on audience characteristics such as

A) values, beliefs, and buying patterns.
B) age, gender, and ethnicity.
C) control of resources, power, and income.
D) All of the above

Question 17

Audiences are segmented in a variety of ways. What is being emphasized if I am within a niche target market based on my education level and love of hiking?

A) Demographic segmentation
B) Social class
C) Psychographic segmentation
D) Geographic segmentation

Question 18

Media businesses have developed a three-step audience strategy. The third step is

A) conditioning audiences for repeated exposure.
B) identifying audience needs.
C) developing media messages to attract niche audiences.
D) None of the above

Question 19

All of the following statements are true, except

A) not all women have the same needs.
B) women's needs are not important for advertisers.
C) the needs of women are not always so different from the needs of men.
D) decades ago women typically stayed at home and raised children.

Question 20

Which of the following is a technique used by the mass media to attract audience attention?

A) Appealing to existing needs and interests of the target audience
B) Cross-media promotion
C) Cross-vehicle promotion
D) All of the above

Question 21

Your reflection on which of the following can help increase your media literacy?

A) Media messages
B) Niche audiences
C) Cross-promotions
D) All of the above

Question 22

Which of the following statements about media consumption is true?

A) Because we have a wide variety of messages available to us, we increase the range of information we consume.
B) Having a DVR or recording device increases the size of a viewer's channel repertoire.
C) When the media expand the number of messages offered, the number of niche audiences increases.
D) None of the above

Question 23

With the rise of media consolidation, media programmers have shifted their focus away from _____________ and towards _____________.

A) the vehicle; the message
B) the message; the vehicle
C) the consumer; the message
D) the vehicle; the consumer

Question 24

The marketing of a brand or product through several types of media is called

A) multimedia marketing.
B) cross-media promotion.
C) bimodal promotion.
D) multimedia promotion.

Question 25

A mass audience and a niche audience are the same thing.

Question 26

Each person is a member of only one niche market.

Question 27

Even if a person has a choice of 100 cable TV channels, a typical viewer watches 5 to 8 channels on a consistent basis.

Question 28

Once a mass media organization has attracted you to a message, it attempts to condition you for repeated exposures because

A) the cost of attracting you to the initial exposure is very high.
B) this is the way they make profit.
C) repeated exposures can eventually turn into habits.
D) All of the above.

Question 29

You can find out which audience segments you are in by

A) thinking which are your favorite media shows.
B) thinking who advertisers had in mind when deciding to advertise in your favorite media shows.
C) trying to figure out what message designers have done to condition you for repeated exposure.
D) All of the above

Question 30

According to the text, what is the easiest way for media companies to find out what audiences' existing needs are?

A) Look for what types of messages are already being consumed
B) Use the trial-and-error method
C) Ask consumers through online surveys
D) All of the above

Question 31

If we are not self-aware, the media can herd us into audiences for their most profitable messages.

Question 32

When Facebook continually recommends friends, apps, and groups that you might like in order to keep you coming back to the site, it is an example of

A) audience conditioning.
B) exposure reinforcement.
C) cross-vehicle promotion.
D) media convergence.

Question 33

Audience conditioning is an essential strategy for

A) newspapers and magazines.
B) radio and television.
C) online media.
D) all mass media.

Question 34

The VALS typology is a type of psychographic segmentation.

Question 35

Media exposures are inertial.

Question 36

Use of a remote control increases the number of channels a viewer consistently watches.

Question 37

Once a media business starts attracting a specific audience, it will sell access to this audience to different advertisers.

Question 38

Ethnic background is a characteristic of demographic segmentation.

Question 39

A major change by programmers is moving from a focus on message content to a focus on the delivery system.

Question 40

When the author of the text writes that "media exposure is inertial," he means that

A) we increasingly need more and more media messages to satisfy our needs and interests.
B) when we are paying attention to a message, we tend to keep paying attention to it.
C) media effects are getting stronger and stronger over the years.
D) All of the above

Question 41

Explain niche audience and give examples of niche audiences.

Question 42

Explain cross-media and cross-vehicle promotion and provide examples for each.

Question 43

Identify and explain the three families of segmentation schemes used by media businesses to identify audience niches.

Question 44

Discuss how your reflection on audience segmentation can help increase your media literacy.

Question 45

Explain how media businesses condition audiences.