Реферат: Broadcast Promotion Marketing

Broadcast Promotion / Marketing & Promotion Essay, Research Paper

Broadcast Promotion / Marketing

In today’s market you must:

1. generate and understand new ideas

2. tackle challenges of:

a. building ratings

b. building revenue

3. understand that the marketplace is cluttered and noisy with 2 – 3000 commercials each day

4. it’s like the Field of Dreams: you have to think outside of the box to market what you “build”

Marketing is defined as:

1. a philosophy, not a department

2. winning the perceptual battle

3. being much more multi-dimensional

4. having a much greater sophistication

5. for example:

a. on-site display (”signage”)

b. balloons

c. live remotes

d. movie screenings

The evolution taking place in promotion / marketing:

-p/m directors think more like executives

-their job extends into stations and handling of clients and creating an increase demand for sales

-they have to get people interested in the station

-according to a recent survey, station GMs want p/m directors to become a marketing executive

-the same survey says they have to look beyond the next promotion

-also, a good mix of business management and creativity is essential

-lastly, the survey said that a p/m director has to be able to generate:

1. ratings

2. revenue

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