Media Literacy Chp 7

The term “mass” in “mass audience" was used in a ______ fashion.

• quantitative
• qualitative
• demographic
• constructed

What best describes a niche?

• a type of media convergence
• an advertising slogan that sticks with you
• a segment of the population
• a rash that can develop after extended hours of television exposure

Once media programmers identify and attract a niche audience, who do they hope to attract next?

• advertisers seeking to sell to that niche audience
• related media programmers looking to collaborate
• government agencies looking for information about that audience
• family members of the niche audience

How many types of segmentation methods are there?

• two
• three
• four
• five

Which of the following media focus most on geographic segmentation?

• books
• newspaper
• cable television
• Hollywood films

Market segmentations by gender, age, ethnic background, education, and income are all forms of ______ segmentation.

• demographic
• geographic
• social class
• psychographic

Over time, the value of demographic segmenters has ______.

• increased
• declined
• stayed the same
• been ignored

Social class segmentation refers to a combination of these two factors?

• education level and age
• income and geographic location
• income and psychological factors
• education level and geographic location

Arnold Mitchell argued that people’s ______ strongly influence their ______.

• values; spending patterns and media behaviors
• psychographics; media literacy
• demographics; media consumption
• social class; education level

Who developed the VALS typology?

• an advertising firm in Chicago
• time magazine
• general Motors
• the Stanford Research Institute