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8-Ch 9 - Chapter9 Managing Marketing andSales...

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Chapter 9 Managing Marketing and Sales Time sales produce the revenue  that pays for all  broadcast  station’s and  network’s activities. On the other hand: Accounts  for about  5% of cable systems’ ( not  cable  stations)  revenue     “             “      “       10% of cable program  services (i.e., cable  channels ) Subscriber fees account  for other 90-95% of cable revenue. Public broadcasting  counterpart  to sales is “development” When Sales Became Marketing 1980s-90s, increasing  competition, no longer could  stations & nets sit back & wait for orders to  come in Media mix increasingly complex More radio & TV stations More cable stations & DBS Barter syndication New  network  exec positions devoted  to  marketing,  including  sales and  promotion Followed  path  set by radio counterparts Creative promotion  & selling Market positioning Targeting  audience niches Selling—focus on program  product  & spot availabilities Sales planning  looks more to present product  and  conditions Marketing—emphasize audience preferences & advertisers’ needs Assesses long term factors, product  segmentaion, market differentiation, target and   core audiences, socioeconomic marketing  environments, positioning  strategy Product  Era (1950s) Selling based  on a product’s features Image  Era Promote favorable contexts creatively associated  with  a product Positioning  Era Looking not at the product, but consumer’s perceptions Position a product  in the mind  of the prospect Marketing  not a battle between  products, but a battle of perceptions  among  targeted   consumers
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Promotion  essential to  successful positioning Goal:  create category in which your station  or program  can be first in the mind  of the  prospect—the agency and  its advertiser-client Broadcast advertising  marketplace volitile, like commodities market Broadcast ad campaign  only one component  of multimedia  ad campaign Be aware of synergistic qualities of various  media when  used  in combination Budgets Sales staff paid  mainly by commission 1985-90, 1/5  avg radio station  budget  expenses for sales; 1/10 avg TV station budget, Promotion  manager’s budget  goes to: audience promotion, sales promotion, research, community  relations, station  image,  press relations, direct marketing  at cable systems, etc.  Local net affiliates: 75% of promotion  budget  to newscast Networks  carried  little promotional advertising for cable But cable carried  lots of network  promotional advertising A. The Sales Staff Sales department  is station’s principle contact with  people in business world  (gee, who’d a  thought  it?) Sales as a Career
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