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12 Cards in this Set
- Front
- Back
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5 dimensions of mass media channels?
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Reach: extent to which an audience is exposed to a channel
Specificty: extent to which a channel is targeted to a specific audience segment Arousal: the extent to which the channel elicit emotions in the audience Involvement: extent to which audience becomes cognitively involved with the channel Frequency: how often an audience is exposed to a given message |
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Recall is said to be at the max level after how many message exposure?
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3
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Formula for calculating the cost-per-person measure
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Cost of ad replacement/number of people expected to see the ad.
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WHat does cost-per thousand tell us about the channel?
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Most efficient channel
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The type of processing associated with the two basic media use motives?
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Active- instrumental
Passive/peripheral- ritualized |
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3 specific goal associated with each basic media use motive ?
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Instrumental goals: learning, seeking behavioral guidance, acquire info for social interactions.
Ritualized goals: passing time/relaxation, entertainment, source of companionship |
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What are the media dimensions for TV in terms of reach-specificty & arousal-involvment?
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High reach, highly arousing
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What are the media dimensions for radio in terms of reach-specificty and arousal-involvment?
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High specificity, and highly arousing
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What type of tv message is recalled the best?
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Low arousing and fast paced
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What type of radio message is recalled the best?
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High arousing, fast paced messages
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What level of reach & involvement do newspapers & magazines have?
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Low reach, high involvement
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What level of reach & specificty does the internet have?
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Internet has moderate reach and moderate specificty
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