Chapter 9

Topics: Television, Newspaper, Streaming media Pages: 16 (3990 words) Published: April 8, 2015
E-Commerce Essentials (Laudon/Traver)
Chapter 9 Online Content and Media

1) The publishing and entertainment industries make up the largest share of the commercial content marketplace. Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

2) The average American still spends more time watching television than using the Internet. Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

3) The impact of the Internet on media appears to be decreasing the total demand for media. Answer: FALSE
Diff: Moderate
AACSB: Application of knowledge

4) Internet users consume more media of all types than non-Internet users. Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

5) Today, the Internet generates over 25 percent of total media revenues. Answer: FALSE
Diff: Difficult
AACSB: Application of knowledge

6) The a la carte revenue model allows users to pay only for what they use. Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

7) Videos are the fastest growing form of paid content.
Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

8) The overall size of the online video audience is about the same size as the traditional television audience. Answer: TRUE
Diff: Easy
AACSB: Application of knowledge

9) Online readership of newspapers is declining by more than 10% a year. Answer: FALSE
Diff: Moderate
AACSB: Application of knowledge
10) Cannibalization is a major challenge facing book publishers. Answer: TRUE
Diff: Easy
AACSB: Application of knowledge

11) By 2015, online video is expected to surpass music as the largest form of online revenue in terms of revenue. Answer: TRUE
Diff: Moderate
AACSB: Application of knowledge

12) The entertainment industry is generally considered to be composed of five players: television, Hollywood films, music, radio, and video games. Answer: TRUE
Diff: Difficult
AACSB: Application of knowledge

13) Which of the following most accurately reflects media consumption by the average American adult? A) The average American adult spends the most hours listening to the radio, followed by watching television, and using the Internet. B) The average American adult spends the most hours watching television, followed by listening to the radio, and using the Internet. C) The average American adult spends the most hours watching television, followed by using the Internet, and listening to the radio. D) The average American adult spends the most hours using the Internet, followed by watching television, and listening to the radio. Answer: C

Diff: Moderate
AACSB: Application of knowledge

14) Which of the following types of online content attracts the highest percentage of Internet purchasers and viewers? A) newspapers
B) radio
C) games
D) music
Answer: A
Diff: Moderate
AACSB: Application of knowledge

15) Which of the following three forms of media account for over 75 percent of the hours spent consuming media? A) television, radio, and the Internet
B) television, magazines, and the Internet
C) the Internet, radio, and newspapers
D) television, the Internet, and newspapers
Answer: A
Diff: Moderate
AACSB: Application of knowledge
16) In comparison to hours spent at work, the average American adult spends ________ consuming various media. A) a quarter as much time
B) a third as much time
C) an equivalent amount of time
D) twice as much time
Answer: D
Diff: Moderate
AACSB: Application of knowledge

17) Which of the following generates the largest share of media revenues? A) video games
B) television
C) newspapers
D) radio
Answer: B
Diff: Moderate
AACSB: Application of knowledge

18) Which of the following is the fastest growing segment of media revenues? A) television
B) home video
C) Internet
D) newspapers
Answer: C
Diff: Moderate
AACSB: Application of knowledge

19) In 2012, total paid online content was estimated to be:
A)...
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