MKT 461/ MKT461 Exam 3 Practice
Questions With Verified Answers | 2025
LATEST UPDATED.
CinemaScore
- market research firm that surveys audiences to rate films with letter grades
- collects film rating of F thru A+ along with person's age, gender, and whether they would rent or buy
the film
- helps estimate multiple
- A+ (4.8), A (3.6), A- (3.5), B+ (3.2), B (2.9)
single event blockbuster
one film blockbuster, no sequels, Titantic
linear franchise blockbuster
series films, sequels, Fast and Furious
multi-category franchise blockbuster
- movie
- toys
- clothing
- Music/CD
- books
- video games
- TV shows
Positioning
- classic definition: who is the product for (consumer/customer segment) and what does it do for them
(rational and emotional benefits) that is unique/better than competitive offerings (point of difference)
- in entertainment, it is a function of target demos, genre, emotional needs fulfilled, and rating
target audience dilemma
- if you try to create entertainment to please everyone, you risk being for no one. To go broad, you must
be relevant for each segment
- if you try to create entertainment for one quadrant, you may lose sales from other segments. To go
narrow, you must be so compelling to that audience that you can justify ignoring the other segments
target audience expansion
DC Comics is expanding to attract a female audience. The more realistic style and
aggressiveness will also appeal to many males. Marvel intro'd Captain Marvel.
, genre
method of categorizing stories based on similarities in the narrative elements
sub genres and combos
worlds are often related to genre, but made unique within the genre with a unique, artful look and
defined rules
satisfy deep emotional needs
Character goals/needs are timeless and align with Maslow's Hierarchy of needs. Stories that address all
5 levels increase the probability of becoming blockbusters
- self-actualization
- esteem
- love & belonging
- safety
- physiological
7 deadly sins
greed, envy, lust, anger, gluttony, pride, sloth
- people are often motivated by the 7 deadly sins, which make for ideal character motivations
target audience
need to balance more aggressive/suggestive content
achieving the 4 quadrants
- something for ages, genders, ethnicity
- a mix of genres
- a mix of emotional needs
- a broad, enticing rating
3 Story Components
Frosting
- align with contemporary cultures and trends
Cake
- have a well defined/significant positioning = target audience, genre, emotional drivers, & rating
The Plate
- brought to life with a relatable/engaging narrative/storyline
Aligning with Culture & Trends
blockbusters...
- Can be built upon pre-existing culture and trends.
- Can use culture and trends to reinvent themselves.
- Can lead the way by inventing culture and trends.
Questions With Verified Answers | 2025
LATEST UPDATED.
CinemaScore
- market research firm that surveys audiences to rate films with letter grades
- collects film rating of F thru A+ along with person's age, gender, and whether they would rent or buy
the film
- helps estimate multiple
- A+ (4.8), A (3.6), A- (3.5), B+ (3.2), B (2.9)
single event blockbuster
one film blockbuster, no sequels, Titantic
linear franchise blockbuster
series films, sequels, Fast and Furious
multi-category franchise blockbuster
- movie
- toys
- clothing
- Music/CD
- books
- video games
- TV shows
Positioning
- classic definition: who is the product for (consumer/customer segment) and what does it do for them
(rational and emotional benefits) that is unique/better than competitive offerings (point of difference)
- in entertainment, it is a function of target demos, genre, emotional needs fulfilled, and rating
target audience dilemma
- if you try to create entertainment to please everyone, you risk being for no one. To go broad, you must
be relevant for each segment
- if you try to create entertainment for one quadrant, you may lose sales from other segments. To go
narrow, you must be so compelling to that audience that you can justify ignoring the other segments
target audience expansion
DC Comics is expanding to attract a female audience. The more realistic style and
aggressiveness will also appeal to many males. Marvel intro'd Captain Marvel.
, genre
method of categorizing stories based on similarities in the narrative elements
sub genres and combos
worlds are often related to genre, but made unique within the genre with a unique, artful look and
defined rules
satisfy deep emotional needs
Character goals/needs are timeless and align with Maslow's Hierarchy of needs. Stories that address all
5 levels increase the probability of becoming blockbusters
- self-actualization
- esteem
- love & belonging
- safety
- physiological
7 deadly sins
greed, envy, lust, anger, gluttony, pride, sloth
- people are often motivated by the 7 deadly sins, which make for ideal character motivations
target audience
need to balance more aggressive/suggestive content
achieving the 4 quadrants
- something for ages, genders, ethnicity
- a mix of genres
- a mix of emotional needs
- a broad, enticing rating
3 Story Components
Frosting
- align with contemporary cultures and trends
Cake
- have a well defined/significant positioning = target audience, genre, emotional drivers, & rating
The Plate
- brought to life with a relatable/engaging narrative/storyline
Aligning with Culture & Trends
blockbusters...
- Can be built upon pre-existing culture and trends.
- Can use culture and trends to reinvent themselves.
- Can lead the way by inventing culture and trends.
