Chapter 9 Marketing
OUTLINE
I. The Four Ps of Marketing
A. Marketing efforts begin with the traditional four Ps of marketing: product,
price, place, and promotion
B. The product consists of the actual good produced for customers, as well as
the packaging of the product
II. Personnel in Electronic and Digital Media Marketing
A. Most marketing tasks are coordinated across two units—sales and
promotions
B. Usually a single midlevel manager supervises the promotions or creative
III. Marketing Strategies
A. Segmentation strategies target individual market segments (audiences)
B. Positioning builds on a clear identity (brand) in the marketplace and
establishes differences from competitors
66
IV. Sales versus Marketing
A. To maintain a competitive position, companies had to shift from a sales-
oriented to a marketing-oriented philosophy
V. Local Advertising
A. The local account executives concentrate most of their efforts on the
customer rather than the product
B. The local sales manager is responsible for the performance of the local
sales staff
VI. National Advertising
A. Spot advertising represents the local inventory on a broadcast or cable
outlet that is sold to clients at the national level
B. Network advertising is the biggest category for the cable industry,
with local retailers
E. The Internet and its various platforms has become a vital component of
media advertising
VII. Promotion as a Form of Marketing
A. Promotion takes many forms, ranging from self-promotion via the Internet
B. Promotion manager supervises the activities of the department and reports
directly to a general manager
VIII. Evaluating Marketing Efforts
A. Media managers are constantly engaged in executing and evaluating
ASSIGNMENTS/PROJECTS
1. Divide the class into groups and ask each group to research the sales and marketing
programs of the local media companies. Assign a different local radio or television
2. Assign groups to conduct analyses on the national advertising market. Each group
should focus on one platform, such as print, broadcasting, cable, satellite, Internet,
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
social media, and mobile media. Ask them to discuss the replacement effects of
digital media on traditional media.
MULTIPLE-CHOICE QUESTIONS
1. Which of the following is not the responsibility of marketing?
2. _____________ differentiates products, goods, and services.
a. Segmentation
3. A key difference between a selling and a marketing orientation is _______ .
a. the amount of money spent
4. In television, local advertising sales account for approximately ____ of total industry
revenues.
5. Local sales account for approximately _____ of total radio revenues
a. 24%
6. Local cable advertising revenues account for approximately _____ of total cable
advertising revenues.
7. Which station department is most likely to use the following measurements as part
of their daily tasks: gross impressions, CPM, and gross rating points?
8. Average quarter-hour (AQH) estimates are used primarily in this industry.
a. network television
9. “What you do in the mind of the prospect” is a marketing strategy known as
a. segmentation
10. National advertising consists of the following two categories,
a. co-op and spot
11. Program strategies designed to appeal to young adults, Hispanics, or African
Americans are examples of
© 2017 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly
accessible website, in whole or in part.
b. branding
c. publicity
d. positioning
e. program distribution
12. Local advertising revenue is the largest category of advertising revenue in which
electronic media industry?
13. If a station does not generate an audience of the size promised, the station must
provide a ______________, usually in the form of free announcements.
14. Promotion of a radio station in free time and space made available by other media
are examples of
15. Which of the following is not a responsibility of a local sales manager?
a. establishing sales quotas for each AE
TRUE/FALSE QUESTIONS
16. In both radio and television sales, rates for advertising are not negotiable.
17. Co-op advertising refers to advertising shared between a manufacturer and a local
18. CPM is a comparison tool used in marketing. However, unless you have another
station or medium with which to compare CPM, the figure is meaningless.
19. Developmental selling is more closely related to a marketing philosophy than a
selling philosophy.
20. It is common for a National Representative Firm to represent all of the network
affiliates in a market.
DISCUSSION/ESSAY QUESTIONS
1. Explain what a rep firm does in marketing a station. Who is the station’s liaison with
the Rep Firm?
2. Chapter 9 lists six specific types of promotion. List and identify any three of these.
4. Give at least three examples of the use of branding in electronic and digital media