Chapter Questions
How is media fragmentation related to audience segmentation?
Over the years, the major television networks have tried to stop audience erosion, without much success. What are some of the ways in which they have tried to do that?
The more marketers find a group attractive, the more they are prone to take that group apart to look for subgroups that have special features that attract them." Explain this statement and give an example that is not mentioned in the chapter.
What does it mean for media companies to achieve "good share of mind"? Give an example, and explain why crossing media boundaries can help firms achieve good share of mind.
Using news as an example, explain the three criticisms of mass media conglomerates. Also, show how the criticisms are related to one another.