COM 2740 Exam 2 Latest Questions & Correct Answers
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Course
COM 2740
Institution
COM 2740
What are the different types of segmentation and the differences between them? - Correct Answer *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 u...
COM 2740 Exam 2 Latest Questions & Correct
Answers
What are the different types of segmentation and the differences between them? - Correct Answer
*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? - Correct Answer 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.
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, 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? - 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 to a media message to take place? Be able to
understand what each set of exposure criterion require of us. - Correct Answer 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, etc. We are either going to process that element of the message
centrally or peripherally - 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. They are:
*automatic state* - 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
-- think automaticity
*attentional state* - 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
*transported state* - 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.
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