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Taking Care of Business

This version was saved 12 years, 11 months ago View current version     Page history
Saved by Brian Tyrseck
on April 19, 2011 at 7:53:00 pm
 

i)       How does the business work: who sells what to whom and how is the money made?

ii)    What constitutes a target “margin” or ROI? Is this a profitable enterprise?

iii) Patterns of financing for production projects (including raising venture capital, foundation funding, government funding, advances on distribution, commercial projects, etc.)

iv)   How is success measured in this segment?

(1) By ratings?

(2) Box office?

(3) Sales?

(4) Critical Praise?

(5) Market share?

v)      Industry Benchmarks: reports, studies, organizations that regularly report on a field. For instance, search the Department of Labor.

 

 



Money comes from parent department budget. 

MTV Networks, on-air promotions can fall under programming OR marketing, depends on channel.  On-air design usually falls under marketing and works closely with the off-air design/print departments. 

Turner Broadcasting (Cartoon Network, Boomerang, TCM, TBS, TNT, CNNetc) – Creative Services is a separate department with its own budget working in close co-operation with Programming and Marketing. 

ROI = higher ratings? 

Research department can determine which campaigns work best 

Distinguish between quantitative and qualitative research 

Use of Focus Groups 

Maybe we should consider having a separate page to dicuss the role of research?

One of the most fundamental questions is "Does on-air promotion work?" Research over the years clearly indocates that it does. Here are two links to some research results demonstrating the effectiveness on on-air promo campaigns: http://www.simulmedia.com/2009/07/yes-on-air-promotions-work/ and http://findarticles.com/p/articles/mi_m6836/is_4_47/ai_n25080269/?tag=content;col1 (this is an academic article examining audience targeting but it has a good bibliography of other research on the impact of "promotion frequency, distance, construction, clutter and placement".

   

Other internal benchmarks: awareness, intent to view, reach/frequency/GRPs.... executive praise

 

Integrated Marketing

 

 

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