MKTG-UB 40 Chapter Notes - Chapter P.157: Root Mean Square, Horizontal Integration, Vertical Integration
17 Oct 2016
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Document Summary
The forces driving convergence in media industries corporation, content, and computers = convergence as a mass communication process spread of digital media importance of distribution windows audience fragmentation and segmentation globalisation conglomeration. Digital media | devices with computer processors that allow access to textual, audio, and/or visual material ie. mp3 music players, tablet, smartphones, laptops. Windows | various exhibition points distributors use to generate revenues for product ie. movie theatre, newspaper, cable network (youtube, net ix) Channel fragmentation | great increase in the number of mass media outlets that has taken place during the past two decades. Audience segmentation | reaching di erent types of people with messages that are tailored speci cally for them. Targeting | when mass media organisation sets its sights on having as its audience one or more of the social segments it has identi ed in the population. Globalisation | move materials/media content around the world to more digital windows in order to increase revenues.
