Explain market segmentation in mass media. Why factors are driving segmentation?
What will be an ideal response?
ANS: As multiple channels of mass media have evolved, the potential market share of any one media product has decreased. Therefore, media producers now produce media aimed at particular market segments, such as 18- to 34-year-olds or sports lovers. This narrowcasting has been branded to guide audiences to material created for them. Technological changes, industry changes and receptivity by audiences and advertisers are all encouraging the media to segment their audiences.
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