Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Jan09-Article6-Promotion Related Preferences of News Channel Audiences in Indore and Dehradun - A Comparative Study
- Price : 80.00
- Published on January 2, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Promotion is one of the critical elements of marketing mix of a news channel. Promotion (broadcast) refers to a channel’s efforts to promote itself to advertisers (for revenue) and audience (for revenues and getting high TRPs). Promotion can be on air or off air. Promotion includes advertisements, public relations, sales promotion, publicity, and events. A network/channel informs its audiences of new channel/programs, events, change in time schedules and so on through promotion tools only. A channel can provide sampling of the product also with the help of promotion tools (e.g. trailers/promos on the channel or its website). This background has led the investigator to study the promotion preferences of Indore and Dehradun audiences for Hindi and English news channels. A set of 500 viewers from both the cities (250 each) participated in the study. The viewer response to advertisements, tickers (in general and for various types), and awards has been analysed. The preferences of both sets of audiences are compared and similarities/differences have been presented. The findings of the study have revealed that promotion related aspects play a key role in influencing audience preferences. Based on the findings various recommendations have been made to news channels so as to improve viewership by understanding the audience likings and tastes.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.