study guide - exam 2

Spring 2016 COMM 354

Study guide – Exam 2

• -          Know some common characteristics of networks
• -          Know how to distinguish mass media networks from new media networks
• -          Know what network effects are
• -          Know how TV networks make money
• -          Know what the “long tail” means for new media business models
• -          Know the differences between “push” and “pull” media
• -          Know what media market segmentation is and how it can be done
• -          Know how social media networks can be put to work for more traditional media firms
• -          Know why public broadcasters are regulated to provide special services
• -          Know what experience goods are
• -          Know what copyright law is supposed to do for creators and for society
• -          Know some limits to copyright claims which have been experienced in Europe
• -          Know the different reasons why firms might use advertising