What is Broadcast Marketing?

Important Facts About Broadcast Marketing

*Source: U.S. Bureau of Labor Statistics

Research Viewership and Listenership

Determining television and radio demographics and their corresponding viewing habits is a necessary element to successful marketing. Organizations such as the Nielsen Company use a number of different research methods to find out about traditional television habits, radio habits, or demographics pertaining to newer broadcasting venues. Viewership and consumer motivation can be broken up in a number of ways, including gender, economics, race, geographic areas, and age.

This information is gleaned through focus groups, telephone surveys, and Internet interviews. These help you as a marketing professional to create a buyer behavior model to determine where your product or service would be best served by a specific medium. The information can further help you with brand design and product placement options.

Product Placement

Television producers know that they can offset production costs by having products integrated into their programming. You work with writers, directors, producers, and network executives to incorporate products as props into a story line, or simply as incidental props on a set. This marketing strategy has become popular, due to the fact that options like the Internet and on demand programming often allow the viewer the opportunity to browse past commercials.

Commercial Productions

Commercial advertising for television and radio is still the primary form of marketing used by clients. You also work closely with advertising professionals in order to present creative options for commercials. Whether this is done nationally or locally, the process is the same. The purpose is to correctly market your product according to viewership or listenership. You are also responsible for buying commercial time with networks and production companies.

New Media Solutions

New media venues such as Netflix and Hulu are popular viewing destinations for a new generation of potential customers. Add into the equation mobile applications like Twitter, and there now exists a whole new way to market products to a wider audience. Options such as video blogs, TAG technology, and even text messaging can bring customers into the process, providing instant feedback to marketing strategies.