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think the answer is d, but I'm not so sure. According to the Lesson, which of the following is a feature that digital radio shares with other digital mediums?   A.  the refinement and proliferation of content categories   B.  the for-profit business model is rendered obsolete   C.  content is less interactive than it used to be   D.  the rise of mainstream "

think the answer is d, but I'm not so sure. According to the Lesson, which of the following is a feature that digital radio shares with other digital mediums?   A.  the refinement and proliferation of content categories   B.  the for-profit business model is rendered obsolete   C.  content is less interactive than it used to be   D.  the rise of mainstream "

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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I think the answer is d, but I'm not so sure.

According to the Lesson, which of the following is a feature that digital radio shares with other digital mediums?

  A.

 the refinement and proliferation of content categories
  B.

 the for-profit business model is rendered obsolete
  C.

 content is less interactive than it used to be
  D.

 the rise of mainstream "Top 40" content
More Innovations in Radio • Transistor Radio: With the invention of the transistor, music becomes portable. • FM Radio: Edwin Armstrong invents FM which has a much clearer signal • Top 40 Formats and Genre Formats: guarantee certain demographics of listeners. Radio secures target audiences for advertisers. The Rise of the Top 40 Format • When radio loses programs and sponsors to television in the 1950s, it survives by specializing in music. • Early program innovation was based on studying jukebox use (which songs were played repeatedly) • The top 40 format is based on a rotation system whereby same songs are played several times throughout the day. • Radio formats also specialize by genre (country, pop, classic rock, etc). This format made it easier for advertisers to locate a target audience based on assumed personality profiles based on music preferences. • Podcasting: Permit flenible content delivery. Don't have to listen at the exact time of the Satellite Radio: More akin to audio programming than traditional radio. Digital signals broadcast over large area from a satellite. Sirlus acquired XM in 2008. broadcast. Listeners subscribe to receive. May bring a more local feel in communities where local stations are owned by distant conglomerates Radio in the Digital Age Big Points • The dilemma for the digital age is how to make a profit when content is fairly easily accessed for free. • As with each new format, digital disrupts the traditional radio business by offering advertisement-free programming. However, this gradually changes. • The digital era of music adapts by: - Advertiser sponsored streaming platforms - Selling subscriptions to streaming platforms - Allowing users to personalize their experience and playlists. Further narrowing genres into ever more smaller categories (which again is a way to deliver specialized audiences to advertisers). • TV industry evolves from Radio, using much of the same programs but tweaking them for a visual medium. • Radio doesn't go away when faced with competition from TV; like almost all mediums, it survives by specializing in content not offered by TV and through technological adaptations
Transcribed Image Text:More Innovations in Radio • Transistor Radio: With the invention of the transistor, music becomes portable. • FM Radio: Edwin Armstrong invents FM which has a much clearer signal • Top 40 Formats and Genre Formats: guarantee certain demographics of listeners. Radio secures target audiences for advertisers. The Rise of the Top 40 Format • When radio loses programs and sponsors to television in the 1950s, it survives by specializing in music. • Early program innovation was based on studying jukebox use (which songs were played repeatedly) • The top 40 format is based on a rotation system whereby same songs are played several times throughout the day. • Radio formats also specialize by genre (country, pop, classic rock, etc). This format made it easier for advertisers to locate a target audience based on assumed personality profiles based on music preferences. • Podcasting: Permit flenible content delivery. Don't have to listen at the exact time of the Satellite Radio: More akin to audio programming than traditional radio. Digital signals broadcast over large area from a satellite. Sirlus acquired XM in 2008. broadcast. Listeners subscribe to receive. May bring a more local feel in communities where local stations are owned by distant conglomerates Radio in the Digital Age Big Points • The dilemma for the digital age is how to make a profit when content is fairly easily accessed for free. • As with each new format, digital disrupts the traditional radio business by offering advertisement-free programming. However, this gradually changes. • The digital era of music adapts by: - Advertiser sponsored streaming platforms - Selling subscriptions to streaming platforms - Allowing users to personalize their experience and playlists. Further narrowing genres into ever more smaller categories (which again is a way to deliver specialized audiences to advertisers). • TV industry evolves from Radio, using much of the same programs but tweaking them for a visual medium. • Radio doesn't go away when faced with competition from TV; like almost all mediums, it survives by specializing in content not offered by TV and through technological adaptations
Broadcasting Defined Broadcast technology works essentially the same way in both radio and television. A transmitter sends messages over the electromagnetic spectrum to a receiver or antenna that translates the message to the radio or TV. The receiving device then decodes the audio or visual electromagnetic waves so that it can be seen or heard. The Birth of the Situation Comedy • Begins on the radio in the 1920s. • Most popular show was Amos & Andy. • Based on the conventions of 19th century minstrel shows which were performed by white performers in blackface. • Though many claimed Amos & Andy was racist, NBC argued that it was liked by both black and white audiences. • Also helped launch the serial show or later, the soap opera. Radio's Golden Age • News, weather, game shows, soap operas, sitcoms and variety shows are precursors to TV programming. Networks provide much of the content (shows) that would later be transferred to television. Radio Adapts to Competition • Radio faces competition from TV, the mainstream mass medium of choice in the 1950s. Gradually, TV would replace radio as the main distributor of news and entertainment. However, radio didn't just disappear. • Like most mediums facing competition, radio adapted through innovation of formats. Radio gave audiences something they couldn't get from TV-an ongoing source of music.
Transcribed Image Text:Broadcasting Defined Broadcast technology works essentially the same way in both radio and television. A transmitter sends messages over the electromagnetic spectrum to a receiver or antenna that translates the message to the radio or TV. The receiving device then decodes the audio or visual electromagnetic waves so that it can be seen or heard. The Birth of the Situation Comedy • Begins on the radio in the 1920s. • Most popular show was Amos & Andy. • Based on the conventions of 19th century minstrel shows which were performed by white performers in blackface. • Though many claimed Amos & Andy was racist, NBC argued that it was liked by both black and white audiences. • Also helped launch the serial show or later, the soap opera. Radio's Golden Age • News, weather, game shows, soap operas, sitcoms and variety shows are precursors to TV programming. Networks provide much of the content (shows) that would later be transferred to television. Radio Adapts to Competition • Radio faces competition from TV, the mainstream mass medium of choice in the 1950s. Gradually, TV would replace radio as the main distributor of news and entertainment. However, radio didn't just disappear. • Like most mediums facing competition, radio adapted through innovation of formats. Radio gave audiences something they couldn't get from TV-an ongoing source of music.
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