Exam (elaborations)
COM 2740 Exam 2 Questions and answers latest update
- Course
- COM 2740
- Institution
- Florida International University
COM 2740 Exam 2 Questions and answers latest update
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Solution 2024/2025Pepper
COM 2740 Exam 2 Questions and answers
latest update
What are the different types of segmentation and the differences between
them? ANS✔✔ *geographic segmentation* is the oldest form of
segmentation - the most useful for papers, radio, and tv
*demographic segmentation* focuses on gender, ethnicity, age, income,
and education
- more useful in the past than it is today
*psychographic segmentation* is based on people's values and lifestyles
- 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 tine of $500 million, including Coke, GM, AT&T, P&G.
How do media companies craft messages to draw in audiences? ANS✔✔
Using segmentation to divide up the general population, and to identify the
segment with the greatest potential to be attracted ... They always look for
general message needs in the general population, first.
Then, they'll try 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.
, Solution 2024/2025
Pepper
What is the relationship between TV channels and niche audiences? ANS✔✔
When it comes to TV, we usually select a small subset of messages that we
feel meet our needs best. Studies conducted in the 1990s showed that in
cable TV households with more than 100 channels, typically 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 has convergence and consolidation had? ANS✔✔ 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
require of us. ANS✔✔ There are 3 sets:
Physical, Perceptual, and Psychological Criterion
*Physical* - being in the same place as a message when it occurs; it's
necessary but not sufficient.
*Perceptual* - 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.
NOTE: Subliminal is not the same as "subconscious." Subconscious implies
that the wheels and gears in the back of your mind are turning and
processing the message. Subliminal is outside of your ability to do this.
*Psychological* - 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,
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