Quiz 5 Flashcards
A set of stages that each medium has followed as it has developed and changed over time
Evolution Pattern
Explains the enormous changes that have taken place across all the mass media industries over the last several decades
Revolution Pattern
What are the stages of the life cycle pattern?
Innovation Penetration Peak Decline Adaption
Characterized by a technological innovation that makes a channel for transmitting information possible
Innovation Stage
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
Marketing innovations
technological innovations
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
Mass-like orientation
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
Penetration Stage
When a medium commands the most attention from the public and generates the most revenue compared to other media
Peak Stage
The most important medium to the greatest number of people
Dominant Medium (usually when at peak stage)
The medium is characterized by a loss of audience acceptance and therefore by a loss in revenues
Decline Stage
When a medium begins to redefine its position in the media marketplace.
Adaptation stage
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
Repositioning
Computer, internet, nontraditional, and new media
Most fundamental characteristic is the way, messages are stored and transmitted by digital code
Digital Media
Print books, magazines, and newspapers, audio recording, film, radio, broadcast television, and cable TV
Analog Media
Why has digital media created a revolution
- ) Platforms have greatly expanded the variety of needs that they can serve
- ) So much pressure on the analog to adapt are resulting in the convergence of all media
What is the most primary characteristic of analog media?
Messages are channel bound
Each of the analog media uses a different kind of technology to capture information, store it, and transmit it to audiences
Channel Bound
The recording, storage, and retrieval of information that relies on the physical properties of a medium
Analog Coding
Appeal to a wider range of individuals thus increasing the probability that more customers will expose themselves
By adding messages
What are some advantages of digital code
DIGITAL CODE IS STANDARD
It can be compressed
Why is the computer called the mother of all digital devices?
Use of a uniform digital code so that information can be shared across all kinds of computers
Worldwide network of circuits and packets of digitized data that connects countless billions of computerized devices
Internet
The reasons for the shift in attention and time toward digital media:
Satisfy audience needs better than the analog media
Able to satisfy audience needs that analog cannot
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
Convergence
How innovations about storing and transmitting information have brought about changes to the mass media industries
Technological Convergence
The powerful influence that has changed the way media programmers regard audiences and how they develop their messages
Marketing Convergence
Appeal to everyone without offending anyone with language or with certain themes that a part of the general audience might find distasteful
Lowest Common Denominator
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
Long-Tail Marketing
Changes in peoples perceptions about barriers that previously existed that are now breaking down to totally eliminated due to recent changes in the media
Psychological Convergence
