Audiences

Question 1

What are the audience theories?

Answer 1

Uses and Gratifications (active)
Reception theory (active)
Hypodermic needle (passive)
Two-Step Flow
Cultivation (passive)

Question 2

What is the uses and gratifications theory?

Answer 2

Individuals use the media in the expectation that will fulfil psychological needs.
Entertainment + diversion
Information + education
Social interaction
Personal identity

Question 3

What is Hall’s reception theory?

Answer 3

Audience is actively engaged in the interpretation of media texts - idea that individuals interpret texts in different ways.

Question 4

What is the hypodermic needle theory?

Answer 4

Model of communication suggesting that intended message is directly received and accepted by receiver.

Question 5

What is the two-step flow theory?

Answer 5

Ideas flow from the mass media to opinion leaders and from them to less active sections of the population.
-Opinion leaders select and adapt messages in line with their own agenda.

Question 6

What is the cultivation theory?

Answer 6

TV cultivates the minds of viewers over a long period of time.

Question 7

What are the three segmentation methods?

Answer 7

Demographics
Psychographics
Geographics

Question 8

Define psychographics

Answer 8

Segmentation through the study of personality, values, opinions, attitudes, interests and lifestyles.

Question 9

Define demographics

Answer 9

The characteristics and make-up of a sample of the population - e.g. age, gender, nationality.

Question 10

Define geographics

Answer 10

Collecting and analyzing information according to the physical location of the customer - often used in marketing.

Question 11

What are the two audience research methods?

Answer 11

Qualitative

Quantitative

Question 12

Define qualitative

Answer 12

Market research method that focuses on obtaining data through open-ended and conversational communication.

Question 13

Define quantitative

Answer 13

Quantitatives methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys.

Question 14

What marketing techniques are there?

Answer 14

Targeting
Guerilla marketing
Viral marketing

Question 15

Define targeting

Answer 15

The way media producers aim products at specific audiences.

Question 16

Define guerilla marketing

Answer 16

Advertisement strategy to promote products or services in public places (streets) - involves getting the attention of the public in unusual ways.

Question 17

Define viral marketing

Answer 17

Method of marketing where consumers are encouraged to share information about a company’s goods or services via the internet.

Question 18

What audience research institutions are there?

Answer 18

BARB
RAJAR
Pamco
Nielson

Question 19

What is BARB?

Answer 19

Broadcasters Audience Research Board

Question 20

What is RAJAR?

Answer 20

Radio Joint Audience Research Limited

Question 21

What is PAMCo?

Answer 21

Publishers Audience Measurement Company - governing body which oversees audience measurement for the published media industry.

Question 22

What is Nielson?

Answer 22

Leading global information and measurement company - provides market research, insights and data about what people watch, listen to and buy.

Question 23

Define moral panic

Answer 23

The way that the media stirs up intense feelings because of the way it covers a news event or issue.

Question 24

Define niche audience/market

Answer 24

A small segment of an audience with specific tastes and interests.

Question 25

Define preferred reading

Answer 25

The interpretation of a media text that the producers intended the audience to have.

Question 26

Define primary research

Answer 26

Original and new research that is carried out to answer particular questions or issues.

Question 27

Define secondary research

Answer 27

Involves the collation and analysis of research that already exists.