COM 2740 ~ Exam 2 questions with complete solutions

COM 2740 ~ Exam 2What are the 3 different types of segmentation - correct answer Geographic, demographic, and psychographic Geographic segmentation - correct answer the oldest form of segmentation - most useful for papers, radio, & 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 based on people's values & lifestyles Best example of psychographic segmentation is - correct answer VALS "Values & Lifestyles" typology - By mid 1980's, 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 1st - identify the segment with the greatest potential to be attracted 2nd - They try to draw us in by looking at the messages that have triggered our attention in the past, & trying to appeal to the existing needs & 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 subset of messages that we feel meet our needs best. Studies conducted in the 90's 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 to more exposure. What they DO equate to - correct answer 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 for a media message to take place? - correct answer physical, psychological, and perceptual physical criteria - correct answer being in the same place as a message when it occurs. It's necessary, but not sufficient perceptual criteria - 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. Subliminal is NOT the same as.... - correct answer "subconscious" implies that the wheels and gears in the back of your mind are turning & processing the message, Subliminal is outside of your ability to do this. psychological criteria - 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 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 from one another - there are 4 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 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. 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 with video games, movies, etc.