Question 1

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

Accepted Answer

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

Question 2

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

Accepted Answer

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

Question 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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 5

Segmentation can be

Accepted Answer

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

Question 6

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

Accepted Answer

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.

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

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 9

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

Accepted Answer

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

Question 10

Which of the following statements about media consumption is true?

Accepted Answer

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 11

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

Accepted Answer

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

Question 12

Ethnic background is a characteristic of demographic segmentation.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

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

Question 14

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?

Accepted Answer

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

Question 15

The VALS typology segments audiences based on

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Geographic segmentation is

Accepted Answer

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 18

Explain how media businesses condition audiences.

Accepted Answer

The answer of Explain how media businesses condition audiences....

Question 19

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

Accepted Answer

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 20

Audience conditioning is an essential strategy for

Accepted Answer

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

Exam 5: Mass Media Audience: Industry Perspective

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

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

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

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

Segmentation can be

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

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

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

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

Which of the following statements about media consumption is true?

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

Ethnic background is a characteristic of demographic segmentation.

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

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?

The VALS typology segments audiences based on

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

Geographic segmentation is

Explain how media businesses condition audiences.

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

Audience conditioning is an essential strategy for