Main Challenges in Generating Loyalty Among TV Viewers

Nicolae Damu (), Adrian Ionescu () and Mihai Niculae Sabin ()
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Nicolae Damu: Academia de Studii Economice, Bucureºti
Adrian Ionescu: Universitatea de Vest, Timiºoara
Mihai Niculae Sabin: Academia de Studii Economice, Bucureºt,

Ovidius University Annals, Economic Sciences Series, 2012, vol. XII, issue 1, 880-884

Abstract: In a global context marked by consistent changes in the media channels consumer’s behavior, the main challenge for the organizations operating in this field is the retention of their readers, listeners and viewers. As television is the media that still focuses the large majority of consumption, the manner in which the TV stations manage to calibrate their communication strategy is critical for the entire evolution of the marketing and communication environment. Through this paper, we aim to underline the fact that TV stations no longer rely exclusively, anywhere in the world, on the “on-air” communication vehicle, strictly limited to the broadcast in the promotional undertaking. Each station develops a lateral structure consisting of its own medium(“owned media”), builds strong partnerships with other types of media, such as newspapers, magazines, radio stations, websites or social networks (“earned media”) or even purchases exposure on other vehicles, using a so called “paid media”.

Keywords: TV; viewers; loyalty; communication mix; new media (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2012
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