Unit 1- practice exam questions

 1. Identify 4 media industries that produce digital media products. [4]

Radio, Film, Video games, Virtual reality.

2. Identify three advertising techniques that were used as part of the marketing and distribution process for a media product you have studied. [3] Identify the media product and offer three techniques.

Doctor Who: Radio adverts, Doctor Who website BBC, Social media (e.g. Facebook groups)

3. Explain two reasons why, when launching a new product, media producers use social media marketing in conjunction with traditional advertising methods. Use examples of digital media products you have studied to support your answer. [6]

Media producers are likely to use social media in conjunction with traditional advertising methods to further promote their products to a wider audience, for instance, Doctor Who uses social media sites such as Facebook to reach their target audience who are likely to use this social media platform. In addition, they might link their social media accounts to their more traditional advertising methods by writing the account names on their Radio Times magazine, in this way their target audience would know about the brand and any new products they had. Furthermore, these social media adverts will be able to reach a wider target audience across the UK and therefore increase the show's overall viewership and fan base. Additionally, the brand uses billboards to gain the most attention for the brand and in this way boost the reputation of the show to local individuals who might see this advert on their way home.

4. Using your own knowledge, explain three reasons why the ‘time shifting’ of television viewing may be increasing.[6] 

Time-shifting allows consumers to watch programs whenever is convenient, as many people have busy lives, they cannot watch the shows they want to at the time their aired and therefore time-shifting allows them to watch these shows whenever they have the chance. Interestingly, this will increase viewership for the show and improve their sales. In addition, time-shifting allows live TV to compete with streaming services which are rapidly growing and overtaking the industry, if live TV is able to offer the same portability and convenience as streaming services such as Netflix they have a better chance of success. Finally, time-shifting lets consumers pause, fast-forward, and rewind shows, making their viewing experience better overall and leading to an increase in customers for the live TV platforms.

5. Explain three reasons why audiences use media products.​ Use examples to support your answer. [6]

One reason consumers use media products is to entertain themselves, many media products provide an element of entertainment that enables consumers to enjoy the product and continue purchasing it. For example, films are made for the sole purpose of entertaining their audience and customers enjoy this experience as it allows them to have a moment of escapism from their real lives. Furthermore, another reason media is used is to inform, people enjoy learning new things about the world and therefore many media products aim to have an element of education in their product. For instance, the radio offers information about the weather, traffic, and current events so while the primary reason for this media product is to entertain it also informs and many consumers enjoy this feature as it expands their knowledge. Finally, the last purpose is to persuade an audience. Interestingly, audiences are always looking for the next trend or product and media can play a powerful role in creating these trends. For instance, social media platforms can promote new trends/products and therefore increase sales or awareness of this and audiences will participate due to social constructs.

Continued

1. Explain the difference between horizontal and vertical integration in media. Use examples to support your answer.[4]

Horizontal integration is when a company works together with other companies to produce a media product, while a vertically integrated company has all these parts of the company within one company so there is no need for any cross over, for example, Disney will do everything within the process of production instead of having to pay another company for help with this.

2. Briefly explain what is meant by synergy. [2]

When two companies work together to produce an overall better product due to the collaboration of ideas.

3. Identify two social media channels that radio producers might use to target 15-24-year-old listeners to promote a new radio program.​ Explain why each would be an effective channel to target these listeners.[4]

Instagram, the radio station is most likely to use this social media platform as it is most popular for these ages and therefore will gain the most awareness for their brand. In addition, TikTok is a rapidly growing social media platform for this age demographic so it will gain the most attention for the brand and therefore will ensure the radio station would increase its overall viewership.

4. ​Identify four media industries that produce digital media products.[4]

Radio, Film, Social media, Video games.

5. Explain one way that horizontal integration can contribute to the process of synergy.​ Use an example from media institutions or products to support your answer.

Horizontal integration is used to increase consumer awareness by using cross-promotion in this way. For example, Doctor Who will work with Radio Times to increase the brand's exposure and further boost a positive reputation for their target audience through the promotion within the magazine. 

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