The German television market is not only the largest in Europe, but
also highly competitive. The juxtaposition of state-owned and
private te le vi sion 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 mar ket
situation within which German broadcasting stations operate and
explains why comprehensive marketing has become vital for the in
dus try. By investigating the strategy pursued by the TV channel
VOX when broadcasting the television series Ally McBeal , the
communication in struments 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.The German television
market is not only the largest in Europe, but also highly
competitive. The juxtaposition of state-owned and private te le vi
sion 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 mar ket situation within which
German broadcasting stations operate and explains why comprehensive
marketing has become vital for the in dus try. By investigating the
strategy pursued by the TV channel VOX when broadcasting the
television series Ally McBeal , the communication in struments
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.
Jasmin Baumann: MA Marketing, BA Media Business Administration (University of Hertfordshire, UK). Several years' professional marketing experience in the fast moving consumer goods industry and the legal sector, further expertise in relationship marketing and arts marketing.
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