Spring 2016
Exam 1 study guide, COMM 354
Format: 33 multiple choice questions + 2 extra credit questions (104 total points possible)
Scope: Doyle, Ch 1- 3
- Know what opportunity costs are
- Know what intellectual property is
- Know the difference between economies of scope and of scale
- Know what advertisers buy from media companies
- Know the strategies media companies use to spread risk
- Know the parts of the media vertical supply chain
- Know the main features of a convergence platform
- Know how multi-platform business strategies work
- Know the difference between vertical expansion and horizontal expansion
- Know the reasons why media companies pursue growth
- Know the rationale behind media windowing
- Know the business strategies behind personalization and narrowcasting
Exam 1 study guide, COMM 354
Format: 33 multiple choice questions + 2 extra credit questions (104 total points possible)
Scope: Doyle, Ch 1- 3
- Know what opportunity costs are
- Know what intellectual property is
- Know the difference between economies of scope and of scale
- Know what advertisers buy from media companies
- Know the strategies media companies use to spread risk
- Know the parts of the media vertical supply chain
- Know the main features of a convergence platform
- Know how multi-platform business strategies work
- Know the difference between vertical expansion and horizontal expansion
- Know the reasons why media companies pursue growth
- Know the rationale behind media windowing
- Know the business strategies behind personalization and narrowcasting
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