Реферат: Broadcast Promotion Marketing

1. advertising

2. promotion

3. publicity

Who are these “publics”? (everyone on local level or national spot level is public)

1. listeners/viewers

2. potential audience

3. special interest groups

4. community leaders

5. ad agency buyers

6. clients

7. potential clients

8. minority groups

9. the press in general

The Promotion Director’s job responsibilities (con’t):

1. community relations – enhances image of station

2. audience promotion – informs or motivates them to watch a program

3. image promotion – reaffirm the station’s image

4. sales promotion – media buyers and potential clients

5. marketing

6. merchandising/value-added – extras offered to clients

7. advertising – ways the station gets image to the public

8. publicity – like free newspaper space

a. advantages: low cost & it’s 4 times greater than an ad because it comes from a 3rd party

b. disadvantages: you lose control of what’s said

The biggest promotional successes are those that the promise you make has to be different.