Answer to Question 1
A
Answer to Question 2
The concept of Chaos Scenario was proposed by Bob Garfield of Advertising Age in his prediction of a mass exodus by advertisers as they flee from traditional media. His idea is that advertisers will continually shift their advertising dollars away from traditional formats because of ongoing audience fragmentation as well as technology that allows for ad-avoidance. He predicts that those ad dollars instead will be spent on new media, in a new advertising world that will not depend on 30-second television commercials or glossy magazine spreads. One repercussion will be seen in already-struggling networks that will get less funds to create quality programming, and will therefore lose even more audience members. The end result, he says, will be a rapid downward spiral of the old-fashioned media formats. It is impossible to say whether this mass exodus will actually happen, and traditional media will die (the authors argue against this in other chapters), but we are already seeing a shift in ad dollars from traditional media to new digital, mobile, and entertainment formats.
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