Television Publicity: Changing How Media Sources are Utilized to Reach Key Demographics

Persistent Link:
http://hdl.handle.net/10150/146202
Title:
Television Publicity: Changing How Media Sources are Utilized to Reach Key Demographics
Author:
Deutchman, Amanda Jean
Issue Date:
May-2010
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
This research project looks into the most effective media sources to utilize when television networks do publicity. This knowledge is increasingly important as the media landscape changes and the use of new media increases rapidly. A survey and analysis of viewer comments was used to establish the most relevant media sources for the key age demographic. Findings included that the key age demographic utilizes new media as their main source of entertainment information and that this demographic responds well to television publicity that involves interactive media. Media websites are very important for viewer use and interactivity, though the most used sources overall were general information and general entertainment websites. This study reveals that network publicists need to utilize social networking sites to hit niche markets, and need to change how they use media websites such as YouTube.com. This will help to optimize reach and success in gaining loyal fans.
Type:
text; Electronic Thesis
Degree Name:
B.S.
Degree Level:
bachelors
Degree Program:
Honors College; Business Marketing
Degree Grantor:
University of Arizona

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleTelevision Publicity: Changing How Media Sources are Utilized to Reach Key Demographicsen_US
dc.creatorDeutchman, Amanda Jeanen_US
dc.contributor.authorDeutchman, Amanda Jeanen_US
dc.date.issued2010-05-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractThis research project looks into the most effective media sources to utilize when television networks do publicity. This knowledge is increasingly important as the media landscape changes and the use of new media increases rapidly. A survey and analysis of viewer comments was used to establish the most relevant media sources for the key age demographic. Findings included that the key age demographic utilizes new media as their main source of entertainment information and that this demographic responds well to television publicity that involves interactive media. Media websites are very important for viewer use and interactivity, though the most used sources overall were general information and general entertainment websites. This study reveals that network publicists need to utilize social networking sites to hit niche markets, and need to change how they use media websites such as YouTube.com. This will help to optimize reach and success in gaining loyal fans.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
thesis.degree.nameB.S.en_US
thesis.degree.levelbachelorsen_US
thesis.degree.disciplineHonors Collegeen_US
thesis.degree.disciplineBusiness Marketingen_US
thesis.degree.grantorUniversity of Arizonaen_US
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