Quiz 5

Question 1

A set of stages that each medium has followed as it has developed and changed over time

Answer 1

Evolution Pattern

Question 2

Explains the enormous changes that have taken place across all the mass media industries over the last several decades

Answer 2

Revolution Pattern

Question 3

What are the stages of the life cycle pattern?

Answer 3

Innovation
Penetration
Peak
Decline 
Adaption

Question 4

Characterized by a technological innovation that makes a channel for transmitting information possible

Answer 4

Innovation Stage

Question 5

Means that someone had to create a business that would use the technology in a way that was successful in attracting audiences and conditioning those audience members for repeated exposures

Answer 5

Marketing innovations

technological innovations

Question 6

Entrepreneurs must exploit this technological channel’s potential to attract particular audiences and then continue to use that channel to condition those audiences for repeat exposures

Answer 6

Mass-like orientation

Question 7

Highlights the increasing acceptance of a medium as it grows its audience from a few innovators by attracting early adopters to the majority of a population and finally to everyone

Answer 7

Penetration Stage

Question 8

When a medium commands the most attention from the public and generates the most revenue compared to other media

Answer 8

Peak Stage

Question 9

The most important medium to the greatest number of people

Answer 9

Dominant Medium (usually when at peak stage)

Question 10

The medium is characterized by a loss of audience acceptance and therefore by a loss in revenues

Answer 10

Decline Stage

Question 11

When a medium begins to redefine its position in the media marketplace.

Answer 11

Adaptation stage

Question 12

Achieved by identifying a new set of audience needs that the adapting medium can meet because the old audience needs it used to fulfill are now better met by another medium

Answer 12

Repositioning

Question 13

Computer, internet, nontraditional, and new media

Most fundamental characteristic is the way, messages are stored and transmitted by digital code

Answer 13

Digital Media

Question 14

Print books, magazines, and newspapers, audio recording, film, radio, broadcast television, and cable TV

Answer 14

Analog Media

Question 15

Why has digital media created a revolution

Answer 15

1. ) Platforms have greatly expanded the variety of needs that they can serve
2. ) So much pressure on the analog to adapt are resulting in the convergence of all media

Question 16

What is the most primary characteristic of analog media?

Answer 16

Messages are channel bound

Question 17

Each of the analog media uses a different kind of technology to capture information, store it, and transmit it to audiences

Answer 17

Channel Bound

Question 18

The recording, storage, and retrieval of information that relies on the physical properties of a medium

Answer 18

Analog Coding

Question 19

Appeal to a wider range of individuals thus increasing the probability that more customers will expose themselves

Answer 19

By adding messages

Question 20

What are some advantages of digital code

Answer 20

DIGITAL CODE IS STANDARD

It can be compressed

Question 21

Why is the computer called the mother of all digital devices?

Answer 21

Use of a uniform digital code so that information can be shared across all kinds of computers

Question 22

Worldwide network of circuits and packets of digitized data that connects countless billions of computerized devices

Answer 22

Internet

Question 23

The reasons for the shift in attention and time toward digital media:

Answer 23

Satisfy audience needs better than the analog media

Able to satisfy audience needs that analog cannot

Question 24

The blending together of previously separate channels of communication so that the characteristics that have divided those channels into distinctly different media have been eroding

Answer 24

Convergence

Question 25

How innovations about storing and transmitting information have brought about changes to the mass media industries

Answer 25

Technological Convergence

Question 26

The powerful influence that has changed the way media programmers regard audiences and how they develop their messages

Answer 26

Marketing Convergence

Question 27

Appeal to everyone without offending anyone with language or with certain themes that a part of the general audience might find distasteful

Answer 27

Lowest Common Denominator

Question 28

Finding out what the special needs are for each of the many small niches audiences that form the long tail and developing content to attract that niche audience

Answer 28

Long-Tail Marketing

Question 29

Changes in peoples perceptions about barriers that previously existed that are now breaking down to totally eliminated due to recent changes in the media

Answer 29

Psychological Convergence