JMM 102 Unit III Exam UPDATED
ACTUAL Questions and CORRECT
Answers
Five Forces of Media Convergence - CORRECT ANSWER - 1. Spread of digital media
2. Importance of distribution windows
3. Audience fragmentation & segmentation
4. Globalization
5. Conglomeration
1. Spread of digital media - CORRECT ANSWER - - Devices w/ computer processors that let you
access text/sound/visuals
- Internet: global network that lets people share, access, and interact with digital media across devices
2. Importance of distribution windows - CORRECT ANSWER - - The various exhibition points
distributors use to generate revenues for a product- ex. theaters, streaming, TV
- Use of all these windows to cover fixed costs and make a profit
3. Audience fragmentation & segmentation - CORRECT ANSWER - - Audiences today are spread
out across many different platforms and channels instead of consuming the same thing
- Channel fragmentation: increase in the # of mass media outlets that has taken place during the past 25
years (first cable, then internet)
- Audience segmentation: producers and distributors try to reach different types of people w/ content
tailored specifically for them
4. Globalization - CORRECT ANSWER - - The movement of media content around the world,
esp. after 1980s w/ new tech and relaxed trade rules
- International co-production: companies from two different countries team up to fund and produce media
(ex. TV show or film) together
, 5. Conglomeration - CORRECT ANSWER - - The act of becoming a conglomerate
- when a company grows by buying other companies
- Mass media conglomerate: a company that holds several mass media firms in different media industries
(ex. Disney studios, networks, streaming)
Advertising as the economic foundation of media industries - CORRECT ANSWER - - Over 1,000
ads per day, but probably only 100 you are conscious of
- Convergence blurs the lines between traditional and digital media, between producers and consumers,
between content and commerce
- Advertising is a major source of income for media industries
- Shapes content in distinctive ways
- $90 billion spent on google search ads
- Almost ⅔ of ad spending is digital
Marketing - CORRECT ANSWER - - The broad plan of identifying customer needs and
determining how best to meet those needs
- Ex. deciding what product to make & what price to sell it
Advertising - CORRECT ANSWER - - More narrow activity of explicitly paying for media
space/time in order to direct favorable attention to certain goods or services.
- Just one piece of marketing process
- A commercial, billboards, etc.
PR - CORRECT ANSWER - - Narrow activity process of getting people or products mentioned in
the media to get the public interested in them or create favorable perception.
- Just one piece of marketing
- News story about a company
Advertisers - CORRECT ANSWER - the companies that fire ad agencies and pay for their work
ACTUAL Questions and CORRECT
Answers
Five Forces of Media Convergence - CORRECT ANSWER - 1. Spread of digital media
2. Importance of distribution windows
3. Audience fragmentation & segmentation
4. Globalization
5. Conglomeration
1. Spread of digital media - CORRECT ANSWER - - Devices w/ computer processors that let you
access text/sound/visuals
- Internet: global network that lets people share, access, and interact with digital media across devices
2. Importance of distribution windows - CORRECT ANSWER - - The various exhibition points
distributors use to generate revenues for a product- ex. theaters, streaming, TV
- Use of all these windows to cover fixed costs and make a profit
3. Audience fragmentation & segmentation - CORRECT ANSWER - - Audiences today are spread
out across many different platforms and channels instead of consuming the same thing
- Channel fragmentation: increase in the # of mass media outlets that has taken place during the past 25
years (first cable, then internet)
- Audience segmentation: producers and distributors try to reach different types of people w/ content
tailored specifically for them
4. Globalization - CORRECT ANSWER - - The movement of media content around the world,
esp. after 1980s w/ new tech and relaxed trade rules
- International co-production: companies from two different countries team up to fund and produce media
(ex. TV show or film) together
, 5. Conglomeration - CORRECT ANSWER - - The act of becoming a conglomerate
- when a company grows by buying other companies
- Mass media conglomerate: a company that holds several mass media firms in different media industries
(ex. Disney studios, networks, streaming)
Advertising as the economic foundation of media industries - CORRECT ANSWER - - Over 1,000
ads per day, but probably only 100 you are conscious of
- Convergence blurs the lines between traditional and digital media, between producers and consumers,
between content and commerce
- Advertising is a major source of income for media industries
- Shapes content in distinctive ways
- $90 billion spent on google search ads
- Almost ⅔ of ad spending is digital
Marketing - CORRECT ANSWER - - The broad plan of identifying customer needs and
determining how best to meet those needs
- Ex. deciding what product to make & what price to sell it
Advertising - CORRECT ANSWER - - More narrow activity of explicitly paying for media
space/time in order to direct favorable attention to certain goods or services.
- Just one piece of marketing process
- A commercial, billboards, etc.
PR - CORRECT ANSWER - - Narrow activity process of getting people or products mentioned in
the media to get the public interested in them or create favorable perception.
- Just one piece of marketing
- News story about a company
Advertisers - CORRECT ANSWER - the companies that fire ad agencies and pay for their work
