Communications Question

reply to 6 students

1. Entertainment and Media Industry
A. Media industry segments share common characteristics, whether in film, television, radio, print, or
video games. Some challenging characteristics are the ease of digital copying and piracy (Van Tassel &
Poe-Howfield, 2010). With more people using mobile devices for marketing and advertising, there are
economic challenges and opportunities. As people move to mobile devices for use in everyday life,
there are economic advantages to global distribution and reaching developed and underdeveloped
countries.
With the move to mobile devices continuing to grow, these devices can send, receive, and display
music, video broadcasts, and video games, as well as voice and data (Van Tassel& Poe -Howfield,
2010). Using mobile devices also has an impact on economic development. They have the potential to
reduce the costs of communication by lowering search costs and making information more accessible to
the general population of developing countries (Mobile Goes Global, 2011). Mobile phones can
stimulate the economy by creating more demand for mobile-based services and increasing employment.
With global distribution and local diversity within environments, mobile phones play a distinct role in
economic development and growth. What are the global effects of technological growth in everyday
technology?
The easier exchange of ideas can reduce the knowledge gap between developed and undeveloped
countries. It enables developing countries to increase their standards of living. The poore st individuals
in marginalized communities have an immediate need for information about sources of food and
shelter. Mobile devices provide that information and allow people to plan for emergencies, purchase
products, and access critical information.
B. In “Managing Electronic Media,” Van Tassel highlights several common economic aspects of
entertainment and media industries, including differentiated markets and experience goods. For
example, in the chapter on the film industry, Van Tassel notes that studios use differentiation to appeal
to different target markets. She explains that studios often produce different types of films, such as
blockbuster action movies and independent dramas, to appeal to different audiences. Similarly, in the
chapter on the book industry, she explains how publishers differentiate their products through the use of
imprints, which are essentially different brands under the same publishing house that focus on specific
genres or audiences.
Van Tassel also discusses how experience goods are a shared characteristic of entertainment and media
industries. In the chapter on music, she explains how consumers cannot know the nature of a song or
album until they have listened to it, making it an experience good. She notes that this creates a le vel of
uncertainty for consumers, who rely on the experience of others in order to make decisions about
buying or listening to music. Similarly, in the chapter on television, she explains how the success of a
TV show is often based on its reputation and brand image, which are built through the experience of
viewers watching the show over time.
C. Common characteristics of entertainment and media industries share some similarities but also
differentiate in ways as well. The entertainment industry encompasses a variety of media forms such as
T.V., movies, radio broadcasting, video games and more. The entertainment industry can also fall under
the media industry, but both are subject to changes in technology. Additionally, there are shared
opportunities and challenges when it comes to global and local popularity of the created and distributed
content. Lastly, a common characteristic between the two industries is the ability to effectively identify
the target audience when decided where to distribute content. An American-based t.v. show may not be
as popular or successful in Europe where the culture has different values and norms.
The two most common shared economic aspects of media and entertainment are; differentiated markets
and being hit-driven. In reality, there are not many broad markets of entertainment, instead, there are a
few that then stem into niche differentiated markets. For example, movies and T.V. shows. These are
two forms of entertainment mediums, one could even classify them together as motion pictu re
entertainment and then drop into their differentiated markets because television shows are short segmented stories told over a longer period of time, whereas movies are longer motion pictures. But,
the point being there are a lot of television shows and movies that have been released. This ties into the
second common economic aspect of being hit-driven. Producers don’t always know what is going to be
a success. They can have a strong estimated guess based off previous movies and data collected.
2. Market Research
A. Media companies have access to data sources that traditional media enterprises may not have. Online
media companies can use web tools to track users behavior on their websites, social media platforms,
and other channels. They can also use data from mobile devices, connected devices, and other digital
sources to gain insight into consumer behavior. Traditional media enterprises might rely on more
traditional methods of data collection, such as surveys and focus groups.
Media companies also have a larger reach than traditional media enterprises, which can allow them to
gather data from a larger and more diverse audience. This can provide a more comprehensive
understanding of consumer behavior and preferences. Traditional media enterprises might have a more
limited reach, which can make it more challenging to gather certain data.
Online media companies can gather real-time feedback on their content through social media platforms,
comments sections, and other digital channels. This allows them to promptly adjust the content to better
meet the needs and preferences of their audiences. In contrast, traditional media enterprises might not
have access to real-time feedback and may have to rely on longer-term research methods to gauge
audience response.
B. Market research is estimating the demand for a product. There are differences in the way online media
companies and traditional media companies gather this information (Tassel, 2012). Traditional
Marketing utilizes media, TV, or magazine to advertise a business product or service. Online media
uses the internet and social media for advertising businesses.
Digital media market research can be verified by who is viewing by clicks and views and is easy to
measure. It engages with viewers, users, and consumers and has a relatively high engagement and
global reach. Online media research also offers companies quick results and is customizable for any
particular target audience. It is possible to send and receive emails without involving any cost. But
traditional strategies involve a lot of money to print and send individual postcards (Simplilearn, 2022).
Businesses can also advertise for free on many media platforms.
Traditional media, on the other hand, is almost impossible to track. You cannot tell who is viewi ng and
is not easy to measure the return on investment. Because traditional media is mostly one -way
communication, unlike online marketing, it is hard to know if viewers are engaged or not. Traditional
media research is mostly done locally versus online research can be done globally.
C. Market research refers to predicting the demand for a product through research methods. Online media
organizations are able to use Personal Digital Assistants, or other softwares that can track and save
users online behaviors. For example, how long they spend on a site, what they click on, what type of
content or information they search for the most. Online websites also utilize cookies to collect users
information such as personal information (name, email address, phone number etc.). The data collected
helps the businesses gain information and insight on their audience. With the data they are able to track
trends and make educated predictions on what products and content might be desired by the consumer.
Traditional media, such as print media and television, use other types of methods to gain information
on their audience/user’s demand for products. Television uses the Nielson, which measures audience
demographics through various methods such as people meters, ratings and impressions. Both industries
have the same goal in mind when collecting data, to gain insight on what the audience wants more of.
The methods used are different, because of the type of medium the content is distributed on and what
the medium gives researchers access to when collecting data.