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Unformatted text preview: 2/16/11 1 Chapter 5 A World of Blurred Media Boundaries 6 Mass Media Trends 1. Media Fragmentation 2. Audience Segmentation 3. Distribution Across Media Boundaries 4. Globalization 5. Conglomeration 6. Digital Convergence Chapter #5 Media Fragmentation (1) Media Fragmentation Increase in the number of mass-media (technological vehicles) and mass media outlets (companies). Chapter #5 Media Fragmentation Consequence of Media Fragmentation: Audience Erosion (decrease in % of the audience using specific medium/outlet) Chapter #5 2/16/11 2 Media Fragmentation Chapter #5 Audience Segmentation (2) Audience Segmentation Increase in the number of audience segments due to media targeting . Chapter #5 Audience Segmentation Chapter #5 Requirements for Useful Segments 1. Must be mutually exclusive 2. Must be large enough to justify segmenting 3. Must be accessible 4. Must have confidence that segment will respond to your message (or be interested in your show or magazine, etc.). Audience Segmentation Chapter #5 2/16/11 2 Media Fragmentation Chapter #5 Audience Segmentation (2) Audience Segmentation Increase in the number of audience segments due to media...
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This note was uploaded on 02/14/2012 for the course ECON 101 taught by Professor Jadsadjfkl during the Spring '11 term at Aquinas.
- Spring '11