COM 2740 Mid-Semester Concepts fully solved

COM 2740 Mid-Semester Concepts 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.