COM 2740 Exam 2 Liberty University Question and answers already passed

COM 2740 Exam 2 Liberty University Question and answers already passed COM 2740 Exam 2 What are the different types of segmentation and the differences between them? - correct answer Geographic, Demographic, Psychographic Geographic segmentation - correct answer is the oldest form of segmentation - most useful for papers, radio, and TV. Demographic segmentation - correct answer focuses on gender, ethnicity, age, income, and education. More useful in the past than it is today. Psychographic segmentation - correct answer • is based on people's values and lifestyles • VALS Typology, developed in the 1970's 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 interest 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 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, typical TV viewers watched 5-8, and ignored the rest. More channels do NOT equate 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 differe