Accounting
Anthropology
Archaeology
Art History
Banking
Biology & Life Science
Business
Business Communication
Business Development
Business Ethics
Business Law
Chemistry
Communication
Computer Science
Counseling
Criminal Law
Curriculum & Instruction
Design
Earth Science
Economic
Education
Engineering
Finance
History & Theory
Humanities
Human Resource
International Business
Investments & Securities
Journalism
Law
Management
Marketing
Medicine
Medicine & Health Science
Nursing
Philosophy
Physic
Psychology
Real Estate
Science
Social Science
Sociology
Special Education
Speech
Visual Arts
Communication
Q:
Matty and Spencer both read the same news article about the Presidents new gun control proposal, but based on their political affiliations and attitudes toward the President, they both had very different interpretations of the story. Matty and Spencer engaged in
a. biased reading.
b. meaning matching.
c. meaning construction.
d. None of the above
Q:
We can develop media literacy by
a. becoming more impulsive.
b. developing field dependency.
c. developing our natural abilities.
d. focusing on vertical thinking.
Q:
Our ability to understand and control our emotions is called
a. emotional tolerance.
b. emotional ability.
c. emotional intelligence.
d. emotional ambiguity.
Q:
The VALS typology is a type of psychographic segmentation.
a. True
b. False
Q:
Even if a person has a choice of 100 cable TV channels, a typical viewer watches 5 to 8 channels on a consistent basis.
a. True
b. False
Q:
Use of a remote control increases the number of channels a viewer consistently watches.
a. True
b. False
Q:
A major change by programmers is moving from a focus on message content to a focus on the delivery system.
a. True
b. False
Q:
Media exposures are inertial.
a. True
b. False
Q:
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.
Q:
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
Q:
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
Q:
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
Q:
A mass audience and a niche audience are the same thing.
a. True
b. False
Q:
Each person is a member of only one niche market.
a. True
b. False
Q:
If we are not self-aware, the media can herd us into audiences for their most profitable messages.
a. True
b. False
Q:
Once a media business starts attracting a specific audience, it will sell access to this audience to different advertisers.
a. True
b. False
Q:
Ethnic background is a characteristic of demographic segmentation.
a. True
b. False
Q:
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.
Q:
Audience conditioning is an essential strategy for
a. newspapers and magazines.
b. radio and television.
c. online media.
d. all mass media.
Q:
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
Q:
The VALS typology segments audiences based on
a. demographics.
b. geography.
c. psychographics.
d. social class.
Q:
The VALS typology was developed by
a. an advertising firm in Chicago.
b. Time magazine.
c. General Motors.
d. the Stanford Research Institute.
Q:
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
Q:
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
Q:
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
Q:
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 viewers channel repertoire.
c. When the media expand the number of messages offered, the number of niche audiences increases.
d. None of the above
Q:
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.
Q:
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
Q:
Segmentation can be
a. demographic.
b. geographic.
c. psychographic.
d. all of the above
Q:
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
Q:
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.
Q:
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
Q:
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
Q:
All of the following statements are true, except
a. not all women have the same needs.
b. womens 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.
Q:
Over the years, audience segmentation schemes have become more
a. universal.
b. defined.
c. simplified.
d. sophisticated.
Q:
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.
Q:
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
Q:
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
Q:
By conducting a cost-benefit analysis of your media exposure, you increase your media literacy
a. True
b. False
Q:
List and describe the four types of players of the mass media economic game.
Q:
Discuss the goal of the mass media economic game.
Q:
Discuss how advertising drives the growth of the media industries.
Q:
List and describe the three strategies media companies use to succeed in the economic game and achieve their goals.
Q:
Discuss how understanding the mass media economic game can help increase your media literacy.
Q:
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.
Q:
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.
Q:
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.
Q:
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.
Q:
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.
Q:
To minimize expenses, media companies pay above-the-line employees as little as possible (near minimum wage).
a. True
b. False
Q:
The radio and magazine industries have been very successful in attracting people to a niche audience.
a. True
b. False
Q:
If you get from the media more information and entertainment that you expect, you regard yourself as which element of the economic game?
a. Net winner
b. Net loser
c. Average consumer
d. None of the above
Q:
In addition to asking yourself what are the benefits of your media exposure, to increase your media literacy you also have to ask yourself
a. what are the benefits of your friends from media exposure.
b. how good are your standards.
c. what are the benefits of media companies.
d. None of the above
Q:
The economic media game has a definite beginning and end.
a. True
b. False
Q:
There is a simple, uncomplicated interdependence among players in the media.
a. True
b. False
Q:
If consumers pulled out of the economic media game, the game would collapse.
a. True
b. False
Q:
As individuals, we do not have the power to alter the economic media game significantly for ourselves.
a. True
b. False
Q:
Within the economic media game, value is computed in the same way for different players.
a. True
b. False
Q:
Advertising is the engine that drives the growth in the media industries.
a. True
b. False
Q:
When a media company becomes a conglomerate, it increases its revenue streams.
a. True
b. False
Q:
One radio station transmits only rap music enjoyed by youth and another radio station broadcasts only golden oldies enjoyed by elderly people. This is because these media organizations attempt to
a. increase revenue streams.
b. minimize expenses.
c. attract people to niche audiences.
d. minimize risk.
Q:
Once a media company constructs an audience, the next step is to
a. construct a second audience.
b. condition audience members so they develop a habit of exposure.
c. conduct market research.
d. None of the above
Q:
Today, media businesses do research first and product development second. This is because these media businesses try to
a. increase revenue streams.
b. minimize expenses.
c. attract people to niche audiences.
d. minimize risk.
Q:
With the marketing concept, managers
a. identify niche audiences.
b. find out what audience needs are unmet.
c. begin with market research and follow research with product development.
d. All of the above
Q:
Media organizations develop sequels of successful shows as a way to
a. be nice to actors.
b. construct audiences.
c. minimize risk.
d. None of the above
Q:
The more you are thinking of your media expenditures and the value you are receiving in return,
a. the less you will invest in the media.
b. the more satisfied you will be with the media you consume.
c. the less satisfied you will be with the media you consume.
d. the more you are thinking from a media literacy perspective.
Q:
The benefits received from your exposure to media are typically the resources of
a. money and time.
b. information and entertainment.
c. media literacy and critical thinking.
d. All of the above
Q:
The three major strategies mass media businesses use to be successful are
a. increasing profits, competing against other media organizations, and finding new revenue streams.
b. maximizing profits, constructing audiences, and reducing risk.
c. maximizing profits, pleasing consumers, and expanding to other countries.
d. None of the above
Q:
Profit has often been defined by specialists as the difference between companys revenue and
a. price margins.
b. investments.
c. assets.
d. expenses.
Q:
Which of the following are ways that media companies maximize profit?
a. Increasing revenue streams
b. Reducing expenses through economies of scale
c. Capitalizing on economies of scope
d. All of the above
Q:
After producing a movie, a film studio sells it on DVD, leases it to airline companies for showing during flights, and sells artifacts related to it. These are ways to
a. increase revenue streams.
b. minimize expenses.
c. attract people to niche audiences.
d. minimize risk.
Q:
The media pay people with a lot of talent a lot of money and clerical staff as little as possible. This is because media organizations try to
a. increase revenue streams.
b. minimize expenses.
c. attract people to niche audiences.
d. minimize risk.
Q:
Below-the-line employees are those employees in media companies who
a. use fairly common skills to perform their jobs.
b. earn less than $100,000 per year.
c. do not have college degrees.
d. do not own a portion of the company.
Q:
A movie company spends a great deal of money producing a film. Once they finish production, they spend a little extra money recording it on DVD and Blu-ray. This is an example of
a. economies of scale.
b. economies of scope.
c. distribution integration.
d. vertical spending.
Q:
The group of players who exchange time and money for media space and access to audiences is
a. media companies.
b. above-the-line employees.
c. below-the-line employees.
d. advertisers.
Q:
Media businesses compete in the
a. talent market.
b. audience market.
c. advertising market.
d. All of the above
Q:
In the mass media industries, talent is viewed primarily as
a. artistic ability.
b. the ability to attract large audiences.
c. ones natural ability to sing or act.
d. a combination of intelligence and creativity.
Q:
For all types of players involved in the economic game that pertains to the media, the main goal is to
a. engage in exchanges with all other groups of players.
b. maximize the value of exchange for themselves.
c. spend the least amount of money.
d. hire the most talented employees.
Q:
Within the media economic game, the exchange value for media businesses, advertisers, and media employees is measured
a. individually.
b. aggregately.
c. qualitatively.
d. quantitatively.
Q:
According to the text, what is the engine that drives the growth of media industries?
a. Consumers
b. Advertising
c. Investors
d. Niche audiences