Which of the following statements is true regarding the old mass-media communications model?
A) Mass-media costs are decreasing.
B) Mass-media audiences are increasing.
C) Many viewers are gaining control of message exposure through DVRs and video streaming.
D) Ad clutter is decreasing.
E) Internet ad spending has stagnated and more marketers are shifting toward TV advertising.

Question

Quizplus · Accepted Answer

The statement that "Many viewers are gaining control of message exposure through DVRs and video streaming" is true regarding the old mass-media communications model. The other statements are not true. Mass-media costs are not decreasing; they are still relatively high. Mass-media audiences are decreasing due to the rise of niche media and online platforms. Ad clutter is not decreasing; in fact, it is increasing as advertisers try to reach increasingly fragmented audiences. Finally, internet ad spending continues to grow, and more marketers are shifting toward online advertising.

Which of the Following Statements Is True Regarding the Old