Media Marketing-Product or Service[1]

7/29/2019 Media Marketing-Product or Service[1]

1/32

Basic structures in Media Marketing


2/32

Media marketing

1. Basic structures in Mediamarketing

2. Strategies of the biggest Media Companies

3. Media Contents and Trends in Media Behaviour

4. Instruments in Media Marketing

4.1 Marketing in the Circulation Market

4.2 Marketing in the Advertising Market


3/32

1. Basic structures in Mediamarketing

1.1 Peculiarities in media marketing 1.2 Basic structures of media companies


4/32

Challenges

Marketing as a philosophical Approach

Creating and developing all business processes

from the markets and to the markets in a broadconceptional approach

Marketing as a strategic Approach

Finding out the needs of the target market and satisfy theseneeds in a more effective and more efficient way than the

competitors

Marketing as an operational Approach

Process of planning and executing the pricing, promotion,

and distribution of ideas, goods, and services to satisfy

individual and organizational goals.


5/32

Companies and Markets

Environment 2

SalesMarkets

Suppliers

Markets

Human Resources

Financial markets

Company


6/32

Environment of Companies

Media

Government / Law

Political Parties

Economic System

Schools / Universities

Interest groups

Councils / Codes of ethics

GOs and NGOs

Sales marketsSuppliers

Human Resources

Financial markets

Nature / Technology

Company

Culture /Values


7/32

Definition:Marketing Management

Target oriented definition of business with

efficient use of resources in

system approaches based on variables of the companies and

factors of the companies environment


8/32

1stChallenge of Media marketing

Selling on different, dependent

markets!

Circulation

Media

CompanyAdvertising

(Copy-)Rights

Merchandising

Sales Markets


9/32

Markets

MediaBuyer

UserInformation

Entertainment

(B2C)

Ad-

vertising

Communicationwith

(Product-)

target groups

(B2B)


10/32

Revenues: STAR WARS 1 in the different markets $(Total 3.9 Billion $)

1300

300

300

500

1200

300

Movie

Books

Accessories

Games

Video

Toys


11/32

2ndChallenge of Media marketing

Product is created

by people

with (better) little or no

business orientation!


12/32

Basic targets in Media companies

Journalists, Artists-Targets

Realisation of

journalistic

or artistic

Ideas

Public Task

Media-Management-Targets

Economic

Profit, Rentability, Revenue

Market position

marketshare

Market psychology Awareness / Image / Intension


13/32

Markets and Environment

Public Task

Journalistic Ethics

MediaBuyer

User

Information

Entertainment

(B2C)

Advertiser

Marketer

Communication,

effective and

efficientin

(product)

target groups

(B2B)


14/32

Media Business

Medium

InformationProfit

Market: Advertisers

Market: Buyer, Reader, User

Editors,

Journalists

Media-

Managemen

t


15/32

Product decisions: Journalistic

point of viewProduct of a special kind

Peculiarities

Public order

Ethics

Freedom (privilege and duty)


16/32

Marketing-ManagementCirculation market

Advertising market

Planning

Executing

Organisation

Controlling

Ethics

Ethics

MediumManagement Decisions Politics


17/32

Potential conflictsJournalists, Artists

High Journalistic or

artisticquality

+

High coverageIndependence

Media Management Acceptablejournalistic or

artistic quality

+

Market adequate Media,Political correct Media


18/32

Complementarity: Journalism and media

marketing

Audience orientation

Circulation

Coverage Intensity of reception

Advertisement

Volume, PagesAbel, Bodo: Ethik, market und Medien, in: Silberer, G. / Specht, G. / Engelhardt, H. (Hrsg.), Marketing-Schnittstellen, Stuttgart 1989, S. 69 - 83


19/32

Media challenges : Managing of

complexity1

st

Challenge: Markets Complex approach on heterogeneous, dependent sales markets

2nd Challenge: Products Complex approach on doing business with people who do (should) not have a marketing

orientation.

Journalists: Publicistic competence Management: Market competence

Management: Launch, time in market

Management and Journalists: Basic orientation, recruitment, relaunch

3rdChallenge: Product-Relaunch with every issue!


20/32

Media marketing-Products-

Linkages Newspapers-Magazines-Internet

Magazines-Internet

Books-Cinema

Radio-Magazines-Music

Television Stations-Networks-Cable TV-DTH-Cinema-Music-Events-Sports

Rights-Sports Clubs

Cinema-Production-Exhibition-Theme Parks-Arts

Music-Radio-TV

Internet-Radio-Music-TV-Cinema-Technology


21/32


22/32


23/32


24/32


25/32


26/32


27/32


28/32


29/32


30/32


31/32

Situation in INDIA

Media companies in India

Situation of Media Marketing in India

Organisation of Media companies in India


32/32

Tools in Media Marketing

Publications-Ad Space and Circulation

Books-Counter Sales, mail Orders, Internet Orders

Magazines-Counter sales, Subscriptions, now online Sales

Radio-Audiences-types

TV-Mass Appeal, Niche Appeal, Ad Sales, Subscription Revenues

Cinema-Box Office Revenues, Rights, Cross promotions

Internet-Free/Paid Models

Theme Parks/Events-Indirect

Sports rights/Ownership of Clubs-Long Range Benefits

Documents

Media Marketing-Product or Service[1]