Management of Electronic Media

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ISBN: 9780534262747 | 0534262740
Cover: Hardcover
Copyright: 7/1/1996

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MANAGEMENT OF ELECTRONIC MEDIA (WITH INFOTRAC) provides the most accurate and current information on the management techniques used in the electronic media industry. Written clearly and concisely, this textbook covers the most important aspects for future managers in the broadcast, cable, radio and new media (Web) industries.

Preface

1 Managing in the Electronic Media

(30)

An Overview of Electronic Media in Society

(2)

Radio

(4)

AM Radio

(1)

FM Radio

(1)

DAB

(2)

Television

(5)

Telecommunications

(3)

Interexchange Service

(1)

Local Exchange Service

(1)

Interest in the Electronic Media

(1)

Management in the Electronic Media

(9)

Levels of Management

(1)

Management Skills

(2)

Management Functions

(4)

Management Roles

(2)

Summary

(1)

Case Study

(1)

References for Chapter 1

(3)

2 Theories of Management

(18)

Management As a Process

(1)

Approaches to Management

(11)

Classical School of Management

(2)

Human Relations/School of Management

(4)

Modern Approaches to Management

(4)

Management and the Electronic Media

(1)

Summary

(1)

Case Studies

(1)

References for Chapter 2

(3)

3 Financial Management

(28)

What Is Financial Management?

(2)

Meeting Financial Goals

(1)

Implementing Financial Management

(1)

Budgeting

(2)

Setting Priorities/Goals in Individual Departments

(1)

Capital Budgeting

(1)

Compiling the Budget

(1)

Budgetary Flexibility

(1)

Forecasting

(1)

Monitoring Financial Performance

(8)

Balance Sheet

(2)

Income (P & L) Statement

(2)

Statement of Cash Flows

(1)

Other Financial Statements

(2)

Financial Analysis

(8)

Time Value of Money

(4)

Ratio Analysis

(1)

Break-even Analysis

(2)

Depreciation and Amortization

(1)

Reporting Financial Performance

(1)

Summary

(1)

Case Studies

(3)

References for Chapter 3

(2)

4 Managing Personnel

(28)

Personnel Management

(11)

The Hiring Process

(2)

Interviewing

(2)

Orientation

(1)

Performance Reviews

(2)

Promotion

(1)

Termination

(2)

Part-time Employees

(1)

Interns

(1)

Working with Personnel

(1)

Legal Issues in Personnel Management

(8)

Equal Employment Opportunity (EEO) Guidelines

(2)

Sexual Harassment

(2)

Other Labor Laws

(1)

Labor Issues: Working with Unions

(2)

Structure, Communication, and Personnel

(2)

Summary

(1)

Case Studies

100

(2)

References for Chapter 4

102

(3)

5 Understanding Markets and Audiences

105

(32)

Defining the Market

106

(3)

Dual Product Markets

107

(1)

Geographic Markets

108

(1)

Market Structure

109

(5)

Concentration in the Market

109

(1)

Product Differentiation

109

(1)

Barriers to Entry

110

(1)

Cost Structures

110

(1)

Vertical Integration

111

(1)

The Theory of the Firm

111

(2)

Other Factors

113

(1)

Audience Research and Analysis

114

(11)

Demographic Research Data

115

(1)

Psychographic Research Data

115

(1)

Geodemographic Research

116

(1)

Sources of Audience Research Data

116

(9)

Using Audience Data

125

(7)

Market Terminology

128

(1)

A Word About Samples

128

(3)

Standard Error and Confidence Intervals

131

(1)

Ratings Accuracy

131

(1)

Research Application

132

(1)

Summary

132

(1)

Case Studies

133

(3)

References for Chapter 5

136

(1)

6 Programming Strategy and Distribution

137

(30)

The Program Director

138

(1)

Radio Programming

139

(6)

Target Existing Audiences

140

(1)

Develop a Niche

140

(1)

Format Variables

141

(4)

Television Programming

145

(8)

First-Run Syndication

145

(1)

Off-Network Syndication

146

(1)

Ad-Hoc Networks

147

(1)

Local Programming

147

(1)

Networks and Programming

147

(6)

Cable Programming

153

(3)

Telco Programming

156

(1)

Management Issues in Programming

157

(1)

Intense Competition for Audiences

157

(1)

Demand for More Research

157

(1)

Rising Costs of Programming

158

(1)

Regulatory Concerns

158

(1)

Summary

158

(1)

Case Studies

159

(5)

References for Chapter 6

164

(3)

7 Marketing

167

(28)

The Four P's of Marketing

168

(1)

Personnel in Electronic Media Marketing

169

(1)

Marketing Strategies

170

(3)

Segmentation

170

(2)

Positioning

172

(1)

Branding

172

(1)

Sales versus Marketing

173

(2)

Selling Expands to Marketing

173

(1)

Understanding Clients and Their Needs

174

(1)

Sales Management: GSM, Local, and National Sales

175

(5)

Role of the General Sales Manager (GSM)

175

(1)

Local Advertising

175

(1)

The Local Sales Staff--Account Executives

176

(1)

Role of the Local Sales Manager

177

(1)

Radio Revenue Projections and Rates

177

(1)

Television Revenue Projections and Rates

178

(1)

Cable Revenue Projections and Rates

179

(1)

National Advertising

180

(2)

Spot Advertising

181

(1)

National Sales Staff

181

(1)

Role of the Rep Firm

181

(1)

Working with the Rep Firm

182

(1)

Cooperative (Co-op) Advertising

182

(1)

Sales Terminology

183

(4)

Promotions As a Form of Marketing

187

(2)

Duties of the Promotion Manager

187

(1)

Types of Promotion

187

(2)

Evaluating Marketing Efforts

189

(1)

Summary

189

(1)

Case Studies

190

(3)

References for Chapter 7

193

(4)

8 Strategic Alliances

195

(22)

Convergence in the Electronic Media

197

(3)

Technological Forces

197

(1)

Regulatory Forces

198

(1)

Global Forces

199

(1)

Social Forces

199

(1)

Strategic Alliances in the Electronic Media

200

(6)

What Is a Strategic Alliance?

200

(2)

Alliances in the Radio Industry

202

(1)

Alliances Between Cable and Telephone Companies

203

(2)

Alliances Involving Interexchange Telephone Companies

205

(1)

Alliances Between High Tech and Electronic Media Companies

205

(1)

Other Alliances and Partnerships

206

(1)

Mergers and Acquisitions

206

(2)

Why So Many Mergers?

207

(1)

Implications for Management

208

(4)

Radio

209

(1)

Television

210

(1)

Cable

211

(1)

Summary

212

(1)

Case Studies

213

(2)

References for Chapter 8

215

(2)

9 Regulatory Influences and Electronic Media Management

217

(24)

Regulatory Influences: The Federal Government

218

(2)

The Executive Branch

218

(1)

The Legislative Branch

219

(1)

The Judicial Branch

219

(1)

Role of State and Local Law

219

(1)

Role of the Federal Communications Commission

220

(2)

The FCC--A Brief History

220

(1)

The FCC Today

221

(1)

FCC Regulatory Policies

222

(10)

What the FCC Does

222

(1)

The FCC and Broadcasting

223

(2)

The FCC and Programming Policies

225

(4)

The FCC and Cable Television

229

(2)

The FCC and Telephone Regulation

231

(1)

Other Federal Departments and Agencies

232

(1)

Department of Justice (DOJ)

232

(1)

Federal Trade Commission (FTC)

233

(1)

National Telecommunications Information Administration (NTIA)

233

(1)

Federal Aviation Administration (FAA)

233

(1)

Informal Regulatory Influences

233

(2)

Citizen/Consumer Groups

234

(1)

Self-Regulation

234

(1)

The Press

235

(1)

Summary

235

(2)

Case Studies

237

(2)

References for Chapter 9

239

(2)

10 Public Relations and Electronic Media Management

241

(18)

The Importance of Public Relations

242

(4)

Who Handles Public Relations?

244

(1)

Public Relations and Public Opinion

244

(1)

How Managers Use Public Relations

245

(1)

Publics and the Electronic Media Facility

246

(3)

Media Publics

246

(1)

Member Publics

246

(1)

Employee Publics

247

(1)

Community Publics

247

(1)

Investor Publics

247

(1)

Government Publics

248

(1)

Consumer Publics

248

(1)

Special Publics

248

(1)

The Demands of Publics

248

(1)

Maintaining an Identity in the Market

249

(3)

Dealing with Controversial Public Issues

252

(3)

Journalistic Issues

253

(1)

Complaints Against Programming

253

(1)

Complaints Against Advertising

254

(1)

Summary

255

(1)

Case Studies

256

(2)

References for Chapter 10

258

(1)

11 Ethics of Management

259

(24)

What Is Ethics?

261

(1)

Ethical Decision Making in the Electronic Media

261

(2)

Ethical Norms Used in Moral Decision Making

263

(4)

The Golden Mean

263

(1)

The Judeo-Christian Ethic

264

(1)

The Categorical Imperative

265

(1)

Utilitarianism

265

(1)

Egalitarianism

265

(1)

Relativism

266

(1)

Social Responsibility Theory

266

(1)

Deontological versus Teleological Theories

267

(1)

Ethical Codes and Mission Statements

267

(3)

Codes of Ethics

267

(1)

Mission Statements

268

(2)

Ethical Issues in Media Management

270

(5)

Serving the Market or the Marketplace

270

(1)

Controversies over Programming

271

(1)

Ethics in News and Public Affairs

272

(1)

Ethics in Sales

273

(2)

Implementing Ethics

275

(1)

Summary

276

(1)

Case Studies

277

(3)

References for Chapter 11

280

(3)

12 Management in the Twenty-first Century

283

(14)

Forces Affecting Electronic Media Management

284

(7)

Social Forces

284

(2)

Economic Forces

286

(1)

Technological Forces

286

(4)

Regulatory Forces

290

(1)

Globalization Forces

290

(1)

Electronic Media Management in the Twenty-first Century

291

(3)

Radio

292

(1)

Television

292

(1)

Cable

293

(1)

Telecommunication

293

(1)

Summary

294

(1)

Case Studies

294

(1)

References for Chapter 12

295

(3)

Glossary of Key Terms

297

(12)

Abbreviations and Acronyms

309

(4)

Index

313

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Management of Electronic Media

Summary

Table of Contents

Supplemental Materials