Section B Practice Questions

Question 1

Define Horizontal Integration

Answer 1

Where a media conglomerate is made up of different companies that produce and sell similar products, often as a
result of mergers. For example a company with interests in film, TV, magazines newspaper.

Question 2

Define Vertical Integration

Answer 2

Vertically integrated companies own all or most of the chain of production and distribution for the product. For example, a film company that also owns a chain of multiplex cinemas to exhibit the film and merchandise outlets.

Question 3

Briefly explain what is meant by distribution

Answer 3

The methods by which media products are delivered to
audiences, including the marketing campaign. These methods
will depend upon the product (for example, distribution
companies in the film industry organise the release of the films,
as well as their promotion)

Question 4

What is a media conglomerate? Provide an example.

Question 5

Define marketing

Question 6

Define Regulation

Answer 6

• The inspection of media products in the production and distribution process.

Question 7

Identify two ways in which media organisations categorise audiences

Question 8

Briefly explain the difference between a mass and niche audience.

Question 9

Briefly explain the difference between hard sell and soft cell in advertising

Question 10

Identify two ways technology and the internet has impacted advertising.