COM 2740 Mid-Semester Concepts With Latest Solutions
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Course
COM 2740
Institution
COM 2740
What are the different types of segmentation and the differences between them? - Correct Answer Geographic, Demographic, and Psychographic
#2 Demographic - Correct Answer Demographic segmentation focuses on gender, ethnicity, age, income, and education. More useful in the past than it is today...
COM 2740 Mid-Semester Concepts With
Latest Solutions
What are the different types of segmentation and the differences between them? - Correct Answer
Geographic, Demographic, and Psychographic
#2 Demographic - Correct Answer Demographic segmentation focuses on gender, ethnicity, age, income,
and education. More useful in the past than it is today.
#3 Psychographic - Correct Answer Psychographic segmentation is based on the people's values and
lifestyles.
#1 Geographic - Correct Answer Geographic segmentation is the oldest form of segmentation - most
useful for papers, radio, and TV.
Psychographic: VALS typology - Correct Answer VALS typology developed in the 1970s published in the
1980s and updated over time, is the best example of this. By the mid 1980s, it netted 130 clients to the
tune of $500 Million, including Coke, GM, AT&t, P&G.
How do media companies craft messages to draw in audiences? - Correct Answer Using segmentation to
divide up the general population, and to identify the segment with the greatest potential to be
attracted... They will always look for general message needs in the general population, first.
Then, they'll try to draw us in by looking at the messages that have triggered our attention in the past,
and trying to appeal to the existing needs and interests we have shown through our prior media
consumption.
What is the relationship between TV channels and niche audiences? - Correct Answer When it comes to
TV, we usually select a small sunset of messages that we feel meet our needs best. Studies conducted in
the 1990s showed that in cable TV households with more that 100 channels, typical TV viewers watched
5-8, and ignored the rest. More channels do NOT equate to more exposure. What they DO equate to, are
more niche audiences.
, What effect has convergence and consolidation had? - Correct Answer Content has become more of a
focus than the medium. The focus has shifted away from these vehicles/channels, and toward the quality
of the message.
What are the different sets of criterion for exposure to a media message to take place? Be able to
understand what each set of exposure criterion requires of us. - Correct Answer There are 3 sets:
Physical, Perceptual, and Psychological Criterion.
#1 Physical - Correct Answer Being in the same place as a message when it occurs. It's necessary, but not
sufficient.
#2 Perceptual - Correct Answer We must have the ability to not only perceive a message through our
visual and auditory senses; we must also be able to make sense of it. If it's outside our ability to do this,
it's a subliminal message, and we are NOT exposed to it.
#3 Psychological - Correct Answer A trace element must be left in our mind. It can last a lifetime or a few
seconds, and can be an image, sound, emotion, pattern, etc. We are either going to process that element
of the message centrally or peripherally - consciously/ actively or unconsciously/ inactively.
What do we need for attention to occur? - Correct Answer Conscious Awareness.
What are exposure states? How many? - Correct Answer Different kinds of attention, that are
QUALITATIVELY (NOT Quantitatively) different form one another. There are 4. They are:
#1 The Automatic State - Correct Answer We are exposed to media messages, but are not aware of
them. We're not paying much attention, and this is the state that most media exposure happens in.
#2 The Attentional State - Correct Answer Being aware of messages and interacting with them. Don't
have to be super-concentrated, but it is possible. There is a range of attention from awareness, to in-
depth analysis.
#3 The Transported State - Correct Answer Where we're pulled into a message, and lose awareness of
being apart from it. We're swept away, and lose track of our own, social world surroundings. Happens
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