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Chapter 5: Test Bank
1. Audience used to be understood as a collection of people in which everybody exhibited the
same needs for information and entertainment. That means audience used to be viewed as
@ Section Location: Identifying Opportunities; Learning Objective: 1
a. a segment.
2. A niche is
@ Section Location: Identifying Opportunities; Learning Objective: 1
a. a type of media convergence.
3. You are a member of a geographic community that has a local newspaper. You are a member
of several virtual communities that have either websites or newsletters sent to listservs. That
means you are part of different
@ Section Location: Identifying Opportunities; Learning Objective: 1
d. media organizations.
4. All of the following statements are true, except
@ Section Location: Identifying Opportunities; Learning Objective: 1
d. Media programmers have realized that not everyone shared the same needs for information
and entertainment.
5. Today, mass media programmers and producers advertising their products through the mass
media
@ Section Location: Identifying Opportunities; Learning Objective: 2
a. think that media messages affect all audience members in the same way.
6. As audience is no longer understood as a mass but rather as fragmented, media businesses
@ Section Location: Identifying Opportunities; Learning Objective: 2
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a. have decided to no longer look for new audiences.
7. Media businesses have developed a three-step audience strategy. The first step is
@ Section Location: Identifying Opportunities; Learning Objective: 2
d. None of the above
8. Media businesses have developed a three-step audience strategy. The third step is
@ Section Location: Identifying Opportunities; Learning Objective: 2
d. None of the above
9. Segmentation can be
@ Section Location: Identifying Opportunities; Learning Objective: 3
a. demographic.
10. Geographic segmentation is
@ Section Location: Geographic Segmentation; Learning Objective: 3
a. more useful than it used to be.
11. Market segmentations by gender, age, ethnic background, education, and income are all
forms of
@ Section Location: Demographic Segmentation; Learning Objective: 3
d. psychographic segmentation.
12. Demographic segmentation is based on audience characteristics such as
@ Section Location: Demographic Segmentation; Learning Objective: 3
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d. All of the above
13. One reason why gender has lost its value as a way of identifying a target market for most
marketing campaigns is that
@ Section Location: Demographic Segmentation; Learning Objective: 3
a. women earn less money than men.
14. All of the following statements are true, except
@ Section Location: Demographic Segmentation; Learning Objective: 3
a. not all women have the same needs.
15. Over the years, audience segmentation schemes have become more
@ Section Location: Psychographic Segmentation; Learning Objective: 3
a. universal.
16. Audiences are segmented in a variety of ways. What is being emphasized if I am within a
niche target market based on my education level and love of hiking?
@ Section Location: Psychographic Segmentation; Learning Objective: 3
a. Demographic segmentation
17. The VALS typology segments audiences based on
@ Section Location: Psychographic Segmentation; Learning Objective: 3
a. demographics.
18. The VALS typology was developed by
@ Section Location: Psychographic Segmentation; Learning Objective: 3
a. an advertising firm in Chicago.
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19. Which of the following has become the scarce resource of the information economy?
@ Section Location: Attracting Audiences; Learning Objective: 4
a. Advertising money
20. Which of the following is a technique used by the mass media to attract audience attention?
@ Section Location: Attracting Audiences; Learning Objective: 4
a. Appealing to existing needs and interests of the target audience
21. According to the text, what is the easiest way for media companies to find out what
audiences’ existing needs are?
d. All of the above
22. Which of the following statements about media consumption is true?
@ Section Location: Appeal to Existing Needs and Interests; Learning Objective: 4
a. Because we have a wide variety of messages available to us, we increase the range of
23. The marketing of a brand or product through several types of media is called
@ Section Location: Cross-Media and Cross-Vehicle Promotion; Learning Objective: 4
24. With the rise of media consolidation, media programmers have shifted their focus away from
_____________ and towards _____________.
@ Section Location: Cross-Media and Cross-Vehicle Promotion; Learning Objective: 4
d. the vehicle; the consumer
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25. When Facebook continually recommends friends, apps, and groups that you might like in
order to keep you coming back to the site, it is an example of
@ Section Location: Conditioning Audiences; Learning Objective: 5
d. media convergence.
26. Audience conditioning is an essential strategy for
@ Section Location: Conditioning Audiences; Learning Objective: 5
a. newspapers and magazines.
27. Once a mass media organization has attracted you to a message, it attempts to condition you
@ Section Location: Conditioning Audiences; Learning Objective: 5
a. the cost of attracting you to the initial exposure is very high.
28. When the author of the text writes that “media exposure is inertial,” he means that
@ Section Location: Conditioning Audiences; Learning Objective: 5
d. All of the above
29. You can find out which audience segments you are in by
@ Section Location: Increasing Media Literacy; Learning Objective: 6
30. Your reflection on which of the following can help increase your media literacy?
@ Section Location: Increasing Media Literacy; Learning Objective: 6
a. Media messages
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31. A mass audience and a niche audience are the same thing.
@ Section Location: Identifying Opportunities; Learning Objective: 1
32. Each person is a member of only one niche market.
@ Section Location: Identifying Opportunities; Learning Objective: 1
33. If we are not self-aware, the media can herd us into audiences for their most profitable
@ Section Location: Identifying Opportunities; Learning Objective: 2
34. Once a media business starts attracting a specific audience, it will sell access to this audience
to different advertisers.
@ Section Location: Identifying Opportunities; Learning Objective: 2
35. Ethnic background is a characteristic of demographic segmentation.
36. The VALS typology is a type of psychographic segmentation.
@ Section Location: Psychographic Segmentation; Learning Objective: 3
37. Even if a person has a choice of 100 cable TV channels, a typical viewer watches 5 to 8
channels on a consistent basis.
@ Section Location: Appeal to Existing Needs and Interests; Learning Objective: 4
38. Use of a remote control increases the number of channels a viewer consistently watches.
@ Section Location: Appeal to Existing Needs and Interests; Learning Objective: 4
*b. False
39. A major change by programmers is moving from a focus on message content to a focus on
the delivery system.
@ Section Location: Cross-Media and Cross-Vehicle Promotion; Learning Objective: 4
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40. Media exposures are inertial.
@ Section Location: Conditioning Audiences; Learning Objective: 5
41. Explain niche audience and give examples of niche audiences.
@ Section Location: Identifying Opportunities; Learning Objective: 1
42. Identify and explain the three families of segmentation schemes used by media businesses to
identify audience niches.
@ Section Location: Identifying Opportunities; Learning Objective: 3
43. Explain cross-media and cross-vehicle promotion and provide examples for each.
@ Section Location: Attracting Audiences; Learning Objective: 4
44. Explain how media businesses condition audiences.
@ Section Location: Conditioning Audiences; Learning Objective: 5
45. Discuss how your reflection on audience segmentation can help increase your media literacy.
@ Section Location: Increasing Media Literacy; Learning Objective: 6