Media companies have had to develop more revenue streams to deal with                                 audiences.Group of answer choicesdecliningagingfragmentingdigitizing

According to the text, what is the easiest way for media companies to find out what audiences’ existing needs are?Group of answer choicesAsk consumers through online surveys.Use the trial and error method.Put up billboards.Look for what types of messages are already being consumed.

Although mass media audiences are becoming increasingly fragmented, media fragmentation does have a major advantage. What is this advantage?Group of answer choicesIt is much easier to measure feedback from mass media audiences.Consumers are now highly susceptible to online advertising.It now costs less to reach a mass audience.It is now easier to reach small, highly targeted audiences.Consumers are now much more receptive to television advertising.

Once media programmers identify and attract a niche audience, who do they hope to attract next?Group of answer choicesFamily members of the niche audienceGovernment agencies looking for information about that audienceRelated media programmers looking to collaborateAdvertisers who could create persuasive messages for that specific audience

The group of players who exchange time and money for media space and access to audiences is                                .Group of answer choicesmedia companiesadvertisersabove-the-line employeesbelow-the-line employees

Why is media coverage important in media relations? Group of answer choicesBecause it provides third party legitimacy and credibility, and is a cost-effective practice compared to advertisingBecause it can be manipulated by organisations for their own purposesBecause it’s free