Bookcover of Television Marketing
Booktitle:

Television Marketing

Characteristics, Instruments and Impact

AV Akademikerverlag (2012-05-22 )

Books loader

Omni badge eligible for voucher
ISBN-13:

978-3-639-41471-4

ISBN-10:
3639414713
EAN:
9783639414714
Book language:
English
Blurb/Shorttext:
Revision with unchanged content. The German television market is not only the largest in Europe, but also highly competitive. The juxtaposition of state-owned and private te­le­vi­sion channels as well as the dual product market make the industry even more complex. Thus, particularly private broadcasting channels have to market their television programmes comprehensively to gain significant audience ratings, as only high ratings guarantee advertising revenues. But which marketing strategies does a TV channel have at its disposal to successfully attract and retain its audience? Baumann examines the mar­ket situation within which German broadcasting stations operate and explains why comprehensive marketing has become vital for the in­dus­try. By investigating the strategy pursued by the TV channel VOX when broadcasting the television series “Ally McBeal”, the communication in­struments available to TV marketing and their impact on viewers are analysed and evaluated. Directed at marketing managers in television broadcasting as well as media students, this book gives an overview of current communication instruments and stimulates the reader to think of further ways and means to design marketing campaigns for television programmes.
Publishing house:
AV Akademikerverlag
Website:
http://www.akademikerverlag.de/
By (author) :
Jasmin Baumann
Number of pages:
80
Published on:
2012-05-22
Stock:
Available
Category:
Advertisement, marketing
Price:
42.00 €
Keywords:
Marketing Strategy, Ally McBeal, TV marketing, media marketing, television marketing, TV business, television business, German television market, marketing instruments, television promotion

Books loader

Newsletter

Adyen::diners Adyen::jcb Adyen::discover Adyen::amex Adyen::mc Adyen::visa Adyen::cup Adyen::unionpay Adyen::paypal Paypal CryptoWallet Wire Transfer

  0 products in the shopping cart
Edit cart
Loading frontend
LOADING