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Broadcasting, Cable, Beyond
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[1]Audience Segmentation Research Radio and television ratings books provide information on the different demographic segments of the audience. 1 Programmers are able to determine whether particular programs do better among males or females and whether a show has a predominantly young or old audience. 2 Demographic breakdowns, however, may not tell the whole story. 3 The listening, viewing, and buying habits of a 20-year-old female living on a farm in Manhattan, Kansas, may be totally different from those of a 20-year-old female living in an apartment in Manhattan, New York City. 4 Accordingly, many market researchers suggest classifying audience members along other dimensions. 5

[2]Psychographic research segments the audience according to various personality traits. 1 Audience members report their viewing and listening behavior and then rate their personalities on a number of different scales: independent—dependent; active—passive; leader—follower; relaxed—tense; romantic—practical, and so forth. 2 The results can be used by program producers and advertisers. 3 For example, if the audience for “20/20” scores high on the practical dimension, commercials that emphasize such themes as “saving money” or “seldom needs repair” might be emphasized. 4

[Dominick/Sherman/Messere, Broadcasting, Cable, the Internet, and Beyond, 4E, p. 269]

1

“Audience segmentation research” helps advertisers decide whether to run commercials on a particular program.
A)True
B)False
2

According to the authors, knowing how old people are and whether they’re male or female might not be the best way to know whether they’ll buy a certain product.
A)True
B)False
3

According to research the authors refer to, women of the same age will usually buy the same products.
A)True
B)False
4

The authors state that the audience for “20/20” scores high on the practical dimension.
A)True
B)False
5

This passage is primarily about the following:
A)television
B)advertising
C)radio
D)media
6

Which of the following is not one of the kinds of personality measured by psychographic research?
A)dependent
B)romantic
C)follower
D)middle-aged
7

    Radio and television ratings books provide information on the different demographic segments of the audience.
    Demographic studies of the city of New York indicate that there will be a large increase in the number of school-aged children across the next decade.

“Demographic” means:
A)relating to political attitudes
B)relating to cultural membership
C)relating to statistical characteristics of a population
D)having a statistical basis
8

Which of the following best expresses the implied main idea of the passage?
A)Age and sex are the best indicators of buying patterns
B)Personality traits are the best indicators of buying patterns.
C)Buying patterns are difficult to determine.
D)A number of different variables, among them age, sex, and personality traits, are used to predict buying patterns.





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