Question 1

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

Accepted Answer

Media businesses have developed a three-step strategy to construct and attract audiences to cope with the fragmented audience. They are:
1) Audience segmentation: Divide the audience into smaller groups based on interests, behaviors, demographics, and psychographics.
2) Audience construction: Create content and products tailored to the needs and preferences of these segmented groups.
3) Audience engagement: Encourage interaction and participation among the audience to build a loyal and engaged community.

Question 2

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

Accepted Answer

The first step in the audience strategy for media businesses is identifying audience needs. This involves researching and analyzing the demographics, interests, and preferences of the target audience in order to create content that meets their needs and interests.

Question 3

The VALS typology was developed by

Accepted Answer

The VALS typology was developed by the Stanford Research Institute in the 1970s.

Question 4

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

Accepted Answer

Mass media programmers and producers today recognize the importance of demographics and psychographics in targeting specific groups with messages that appeal to their interests and needs. They construct particular messages for particular groups of people, rather than assuming that all audience members will be affected in the same way.

Question 5

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

Accepted Answer

The number of women in the workforce is about the same as that of men, meaning that women are not solely defined by their gender and traditional gender roles are becoming less prominent. Additionally, it is important to note that not all women earn less money than men and not all women stay home to raise children, so gender cannot be accurately used as a marker for target marketing.

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

Accepted Answer

Audience is viewed as a mass when everybody exhibits the same needs for information and entertainment. Segments and niches imply a certain degree of differentiation within the audience, while demographics refer to characteristics such as age, gender, income, or education of the audience members, but not necessarily their shared needs or interests.

Question 7

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

Accepted Answer

In the information economy, the attention of the audience has become the scarce resource. With the rise of digital media and the abundance of content available, it is increasingly difficult to capture and maintain people's focus. As a result, advertisers and media outlets are constantly trying to find new ways to grab and hold onto audience attention.

Question 8

A niche is

Accepted Answer

A niche is a specialized segment of the population, often defined by demographics or interests, that a business or marketer targets.

Question 9

Over the years, audience segmentation schemes have become more

Accepted Answer

Audience segmentation schemes have become more sophisticated over the years, as technology and data analytics have advanced. This has allowed marketers to more accurately and effectively target specific audiences with tailored messages and offers.

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

Accepted Answer

Being a member of different virtual communities and a local newspaper means that you belong to specific niche audiences with common interests, attitudes, and behaviors.

Question 11

The VALS typology segments audiences based on

Accepted Answer

The VALS typology segments audiences based on psychographics, which looks at attitudes, values, interests, and lifestyles rather than simply demographic factors like age, race, or income. This helps to create a more nuanced understanding of consumer behavior and motivations.

Question 12

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

Accepted Answer

Market segmentations by gender, age, ethnic background, education, and income are all types of demographic segmentation, which involves dividing a market into groups based on these objective characteristics. Geographic segmentation involves dividing a market based on geographic location, VALS typology involves dividing a market into groups based on attitudes and values, and psychographic segmentation involves dividing a market based on lifestyle and personality traits.

Question 13

Geographic segmentation is

Accepted Answer

Geographic segmentation is most important to newspapers, radio, and local TV as they serve a specific geographic area and target audience. However, it is still relevant and useful for other marketing methods as well.

Question 14

Segmentation can be

Accepted Answer

Segmentation can be done based on demographic factors such as age, gender, income, education, etc. (option A), geographic factors such as region, city, climate, etc. (option B) and psychographic factors such as personality, lifestyle, behavior, etc. (option C). Therefore, all of the above options are correct.

Question 15

All of the following statements are true, except

Accepted Answer

The statement "Each person belongs to only one niche audience" is not entirely true. Individuals can belong to multiple niche audiences based on different interests or characteristics.

Question 16

Demographic segmentation is based on audience characteristics such as

Accepted Answer

Demographic segmentation is primarily concerned with audience characteristics such as age, gender, ethnicity, education level, and income. Values, beliefs, and buying patterns are often considered in psychographic segmentation, while control of resources and power are generally related to behavioral segmentation. Therefore, the best choice is B as it reflects the typical characteristics considered in demographic segmentation.

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?

Accepted Answer

Niche targeting based on education level and love of hiking is an example of psychographic segmentation, which divides the market into groups based on personality traits, interests, values, and lifestyles. Demographic segmentation (A) divides the market based on age, gender, income, education, and other measurable characteristics. Social class (B) is a subcategory of demographic segmentation that divides the market based on social and economic status. Geographic segmentation (D) divides the market based on geographic location, such as city, state, region, or country.

Question 18

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

Accepted Answer

The three-step audience strategy includes identifying audience needs (Step 1) and developing media messages to attract niche audiences (Step 2). The third step is conditioning audiences for repeated exposure, which involves converting occasional viewers into regular consumers of the media content. This helps to build loyalty and increase revenue for the media business.

Question 19

All of the following statements are true, except

Accepted Answer

Advertisers often cater to women's needs as they make up a significant portion of the consumer market, so option B is not true. The other options are true.

Question 20

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: It is one of the most common techniques used by mass media to attract audience attention. Mass media tries to provide content that aligns with the interests and needs of the target audience. For example, the sports section of a newspaper caters to the interest of sports enthusiasts.

B) Cross-media promotion: Cross-media promotion is a technique used to promote a particular media product or content through different channels, like social media, radio, and television. This technique helps to reach a wider audience and create a buzz around the content.

C) Cross-vehicle promotion: Cross-vehicle promotion is a technique used to promote products or services through various channels of the same media, e.g., promoting a TV show through a network's website, mobile app, or social media accounts.

Therefore, all of the above choices are the techniques used by mass media to attract audience attention.

Quiz 5: Mass Media Audience: Industry Perspective

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

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

The VALS typology was developed by

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

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

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

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

A niche is

Over the years, audience segmentation schemes have become more

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

The VALS typology segments audiences based on

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

Geographic segmentation is

Segmentation can be

All of the following statements are true, except

Demographic segmentation is based on audience characteristics such as

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?

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

All of the following statements are true, except

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