Entry Exam Category: College Admission Exams
Course: Accuplacer
Exam: Accuplacer Reading Passage-Based Practice Test
Practice Question
Extract
African American publishing entrepreneur John H. Johnson (1918–2005) had a significant impact on American business practices. By successfully disproving a common assumption about marketing and media in the early twentieth century—that a single message and medium could reach all Americans—Johnson helped make possible everything from Telemundo to Ms. magazine. The very nature of contemporary media hinges on the concept demonstrated by Johnson—the profitability of targeting specific niches of consumers, segmented by ethnicity, age, and other demographic characteristics. Johnson devised techniques and concepts whose effectiveness now benefits many American businesses and even multinational corporations facing the challenge of marketing goods and services to a globally diverse population.
In context, 'Telemundo' and 'Ms. magazine' serve as examples of media that:
Answer Choices
- A: Devised similar marketing techniques
- B: Were created by the same media visionary
- C: Underwent profound changes as a result of Johnson's work
- D: Were designed to appeal to particular groups of consumers
Correct Answer: D
Rationale: The passage emphasizes that John H. Johnson demonstrated the profitability of targeting specific consumer niches. 'Telemundo' (which targets Spanish-speaking audiences) and 'Ms. magazine' (which focuses on women’s issues) are cited as examples of media outlets that exemplify this approach. They weren’t necessarily created by Johnson, but they represent the broader influence of his niche-targeting strategy in modern media.