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Television Marketing and Advertising


Units: 6


The course is designed to provide a comprehensive look at one of the most powerful mediums in existence today: Advertising and Marketing on broadcast and cable television. Focus will be given to the marketing of television shows and channels. The class will also focus on how digital technology is changing the television landscape for businesses viewers and marketers. The history of advertising on television and what the future of the industry might be will be examined and an emphasis will be on the marketing implications of the convergence of the TV and the computer. The class will encompass both the marketing of television to the viewer and how advertisers are finding new ways to use television to reach viewers

Learning Outcomes

- To understand brand strategy and the impact and importance of brands on media. - To analyze and understand the role of marketing in the dynamic TV landscape, examining past and current TV business models as well as forecasting future models. - Class Discussion - To understand different television distribution systems, including broadcast networks, affiliates, cable networks, SVOD and MVPDs and the differences between marketing weekly shows v. drop at once shows. Also discuss the advantages of jumping on new platforms. - To understand audience segmentation and targeting - who's watching, why are they watching, where are they watching and how can marketing influence viewer behavior. - To understand the different marketing disciplines (creative, media, affiliate/distribution, digital/social, promotions and partnerships). - To understand how to translate Marketing Strategy into executable, targeted tactics that together create a holistic marketing plan