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What is an audience?
—the people to whom mass media firms are directing their products
What is a media practitioners
the people who select or create the material that a mass media firm produces, distributes, or exhibits
What are the three questions companies consider when making products for the audience?
How should we think about our audience? How should we define our audience?
Will the material we are thinking of creating, distributing, or exhibiting to attract that audience generate adequate revenues?
Were the people we thought would be attracted to our products in fact attracted to our products? Why or why not?
What are the three firm executives' questions?
First, they have to create content that will attract audiences.
Second, recognizing the importance of convergence
Third, the S&B executives also must make sure that the content and the audience it brings in will be attractive to advertisers on one or several of these media so that money flows to S&B instead of to its competitors.
What is adequate revenue?
enough cash to allow the enterprise to pay for itself and give the owners or bankers who put up the money the desired return on their investment
What are the four ways they construst an audience?
through demographics, psychographics, lifestyle categories, and behavioral information.
What is demographics?
characteristics by which people are divided into particular social categories
What is demographic indicators?
factors such as age, gender, occupation, ethnicity, race, and income
What is psychographics?
a way to differentiate among people or groups by categorizing them according to their attitudes, personality types, or motivations
What is lifestyle categories?
activities in which potential audiences are involved that mark them as different from others in the population at large
What is behavioral information?
People's wide use of digital media allows many media firms to follow their activities within the firms' websites and apps and even into physical locations.
What is Personalized Targeting?
When companies use demographic, psychographic, lifestyle, and behavioral data to target particular consumers who fit a profile.
What is a track record?
the previous successes or failures of a product, person, or organization
What is research and development (R&D)?
departments within companies that explore new ideas and generate new products and services, systematically investigating potential sources of revenue through surveys, focus groups, or the analysis of existing data
What is a survey?
a research tool that seeks to ask a certain number of carefully chosen people the same questions individually over the phone, online, or in person.
What is a focus group?
an assemblage of eight to ten carefully chosen people who are asked to discuss their habits and opinions about one or more topics
What is analysis of existing data?
a systematic investigation into the potential audience for the material (who they are, where they are, how much they like the idea, how much they will pay for it) and into the competitors (who they are, how similar their products are, how powerful they are)
What is hybrid genres?
a term used by some academic writers to describe mixed genres
What is hybridity?
the process of mixing genres within a culture and across cultures
What is hard news?
a news story marked by timeliness, unusualness, conflict, and closeness
What is objectivity?
presenting a fair, balanced, and impartial representation of the events that took place by recounting a news event based on the facts and without interpretation, so that anyone else who witnessed the event would agree with the journalist's recounting of it; the way in which the news ought to be researched, organized, and presented
What is investigative reports?
in-depth explorations of some aspects of reality
What is editorials?
subgenre of news that concentrates on an individual's or an organization's point of view
What is soft news?
the kind of news story that news workers feel may not have the critical importance of hard news but nevertheless would appeal to a substantial number of people in the audience
What is advertisement?
a message that explicitly aims to direct favorable attention to certain goods and services
What is product placement?
the process by which a manufacturer pays—often tens of thousands of dollars and sometimes far more—a production company for the opportunity to have its product displayed in a movie or TV show
What are the subgenres of advertisement?
Informational ads • Hard-sell ads • Soft-sell ads
What is informational ads?
advertisements that rely primarily on the recitation of facts about a product and the product's features to convince target consumers that it is the right product for them to purchase
What is hard-sell ads?
messages that combine information about the product with intense attempts to get the consumer to purchase it as soon as possible
What is soft-sell ads?
advertisements that aim mostly to create good feelings about the product or service by associating it with music, personalities, or events that the creators of that product or service feel would appeal to the target audience
