Television marketing: a comparative study evaluating different methods

Pomell, Safiya (2016) Television marketing: a comparative study evaluating different methods. BSc dissertation, University of Portsmouth.

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    Abstract

    This dissertation looks at the integration and application of marketing in the television world and the perspective that emphasis’s the importance of engaging audiences through marketing strategies. Thus, the author investigates the theoretical steps and methods, comparing what industry professionals have discovered to be successful in TV marketing. Looking at the empirical evidence that the multichannel industry had on digital terrestrial television and the technological development extending consumers access to television content. Reviewing the commonalities in techniques and marketing dynamics in public relations, promotion and advertising on each chosen platform. It looks at three case studies, the BBC, a university television channel and an online channel. Although these channels have similar target audiences, they use different marketing methods to match the broadcast platforms revenue model, as each platform is influenced by audience reach and the nature of promotion. Finally, the author provides critical analysis on the basic marketing criteria’s that are met by each case study and the evaluation of research shows evidence of the different processes and marketing practices. Through the results of this research and primary sourced data the study found that although marketing methods varied depending on the audience and platform, the synergy of underlying techniques had the same methods.

    Item Type: Dissertation
    Departments/Research Groups: Faculty of Creative and Cultural Industries > School of Creative Technologies
    Depositing User: Beth Atkins
    Date Deposited: 05 Aug 2016 15:03
    Last Modified: 05 Aug 2016 15:03
    URI: http://eprints.port.ac.uk/id/eprint/21415

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