Test Bank for Media Management and Artificial

Test Bank for Media Management and Artificial Intelligence Understanding Media Business Models in the Digital Age, 1e Alex Connock (All Chapters)

Chapters 1-4: Introduction and Media Business models and AI

• Which of these is NOT a likely reason why Artificial Intelligence will be

significant to the media business in the next decade ?A AI systems will continually improve recommendation algorithms and serve content to customers that they are likely to want to watch B AI will speed up edit processes, for instance with drag and drop video editing C AI systems will very soon write better movie scripts than humans can D AI-powered distribution technologies will make video compression more effective, enabling higher quality image transmission to homes

Answer: C

• What is usually the order of stages of value creation in the media business ?

A Production - distribution - development - monetisation B Development - monetisation - distribution - production C Development - distribution - production - monetisation D Development - production - distribution - monetisation 1 / 4

Answer: D

• If a song is being performed on stage, who is least likely to have ownership

stake in it ?A The singer B The composer C The lyricist D The publisher

Answer: A

• Which of these is the most lucrative media franchise ?

A Jaws B Pokemon C Narcos D Batman

Answer: B

• If you had had $10,000 to invest in a movie, which would have turned out the

best investment ?

A Top Gun: Maverick

B Spiderman: Homecoming 2 / 4

C Paranormal Activity D Gladiator

Answer: C

• Why might a games company be nervous about using AI-created characters

in its next big release ?A Because the AIs might use the internet to jump beyond the game and replicate in other parts of the metaverse B Because it would be too expensive to create synthetic characters C Because the training data on which synthetic humans are created might be so large that the ownership of the resulting outputs might be uncertain D Because AI is not very good at creating realsitic human faces

Answer: C

• What percentage of the world's population are gamers ?

A 5.8%

B 8.5%

C 35% D 85%

Answer: C

• What percentage of gamers play on a smartphone ? 3 / 4

A 9% B 29% C 59% D 93%

Answer: D

• Why might AI be useful in marketing a classic Broadway play by Tennessee

Williams ?A AI would be able to rewrite the play better than the original author B AI would be able to create text for hundreds of websites that would talk about the play in response to many different possible google searches, thereby increasing audience interest C AI would be able to take down negative newspaper reviews from the internet D AI would not be useful in marketing a play

Answer: B

10 In advertising, what is dynamic content optimisation ?A Writing content whilst on the move - for instance on a train B Machine-driven combination of content assets to best suit any given viewer in a digital marketing campaign C Quick fire news stories created by computers, for instance on financial news D Specialist journalists who are able to write new text very fast, for instance with sports results

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