Management of Electronic Media (with InfoTrac)

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ISBN: 9780534561918 | 0534561918
Cover: Hardcover
Copyright: 8/16/2001

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In this revision, Albarran extends his broad perspective approach to provide students with the most accurate and current information on the management techniques and strategies used in the electronic media industry. The text has helped professors teach this course with clear and current illustrations and examples, and a contemporary approach. Succinctly written and up to date, the text covers the most important aspects for future managers in the broadcast, cable, radio and new media (Web) industries.

Preface

xiv

List of Abbreviations and Acronyms

xix

Managing in the Electronic Media

(30)

An Overview of Electronic Media in Society

(2)

Radio

(3)

AM Radio

(1)

FM Radio

(1)

DAB

(1)

Television

(3)

Cable

(2)

Telecommunications

(2)

Interexchange Service

(1)

Local Exchange Service

(1)

Interest in the Electronic Media

(1)

Management in the Electronic Media

(10)

Levels of Management

(1)

Management Skills

(2)

Management Functions

(4)

Management Roles

(2)

Summary

(1)

Case Studies

(1)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 1

(3)

Strategic Alliances and Partnerships

(20)

Technological Forces

(1)

Regulatory Forces

(1)

Global Forces

(1)

Social Forces

(1)

Strategic Alliances and the Electronic Media Industries

(6)

What Is a Strategic Alliance?

(2)

Alliances to Develop and Market Programming and Content

(1)

Alliances to Expand Domestic and Global Markets

(1)

Alliances to Develop Broadband Technology

(1)

Alliances to Develop Interactive Television

(1)

Mergers and Acquisitions

(1)

Why So Many Mergers?

(2)

Implications for Management

(4)

Radio

(1)

Television

(1)

Cable

(1)

Summary

(1)

Case Studies

(2)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 2

(3)

Ethics of Management

(26)

What Is Ethics?

(1)

Ethical Decision Making in the Electronic Media

(2)

Norms Used in Moral Decision Making

(4)

The Golden Mean

(1)

The Judeo-Christian Ethic

(1)

The Categorical Imperative

(1)

Utilitarianism

(1)

Egalitarianism

(1)

Relativism

(1)

Social Responsibility Theory

(1)

Deontological and Teleological Ethics

(1)

Ethical Codes and Mission Statements

(5)

Codes of Ethics

(4)

Mission Statements

(1)

Ethical Issues in Media Management

(5)

Serving the Market or the Marketplace

(1)

Controversies over Programming

(1)

Ethics in News and Public Affairs

(1)

Ethics in Sales

(2)

Implementing an Ethics Program

(1)

Summary

(1)

Case Studies

(3)

InfoTrac College Edition

(1)

Web World

(1)

References for Chapter 3

(3)

Theories of Management

(18)

Management as a Process

(1)

Approaches to Management

(12)

Classical School of Management

(3)

Human Relations School of Management

(4)

Modern Approaches to Management

(5)

Management and the Electronic Media

(1)

Summary

(1)

Case Studies

(2)

InfoTrac College Edition

(1)

References for Chapter 4

(2)

Financial Management

(28)

What Is Financial Management?

(1)

Meeting Financial Goals

(1)

Implementing Financial Management

(1)

Budgeting

(2)

Setting Priorities and Goals in Individual Departments

(1)

Capital Budgeting

(1)

Compiling the Budget

(1)

Budgetary Flexibility

100

(1)

Forecasting

100

(1)

Monitoring Financial Performance

100

(8)

Balance Sheet

101

(3)

Income (P & L) Statement

104

(2)

Statement of Cash Flows

106

(1)

Other Financial Statements

106

(2)

Financial Analysis

108

(4)

Time Value of Money

108

(3)

Compounding

111

(1)

Ratio Analysis

112

(2)

Break-Even Analysis

114

(2)

Depreciation and Amortization

116

(1)

Reporting Financial Performance

117

(1)

Summary

118

(1)

Case Studies

119

(3)

InfoTrac College Edition

122

(1)

Web World

122

(1)

References for Chapter 5

122

(1)

Managing Personnel

123

(26)

Personnel Management

124

(11)

The Hiring Process

125

(2)

Interviewing

127

(2)

Orientation

129

(2)

Performance Reviews

131

(1)

Promotion

132

(1)

Termination

133

(1)

Part-Time Employees

134

(1)

Interns

134

(1)

Working with Personnel

135

(1)

Legal Issues in Personnel Management

136

(3)

Equal Employment Opportunity (EEO) Guidelines

136

(1)

Sexual Harassment

137

(1)

Other Labor Laws

138

(1)

Labor Issues: Working with Unions

139

(2)

Structure, Communication, and Personnel

141

(2)

Summary

143

(1)

Case Studies

144

(2)

InfoTrac College Edition

146

(1)

Web World

146

(1)

References for Chapter 6

147

(2)

Understanding Markets and Audiences

149

(32)

Defining the Market

150

(1)

Dual Product Markets

151

(1)

Geographic Markets

151

(1)

Market Structure

152

(1)

Concentration in the Market

153

(1)

Product Differentiation

153

(1)

Barriers to Entry

154

(1)

Cost Structures

154

(1)

Vertical Integration

155

(1)

The Theory of the Firm

155

(2)

Other Factors

157

(1)

Audience Research and Analysis

158

(1)

Demographic Research Data

159

(1)

Psychographic Research Data

160

(1)

Geodemographic Research

161

(1)

Sources of Audience Research Data

161

(8)

Nielsen Media Research

161

(2)

National Research Services for Radio

163

(5)

Industry and Trade Associations

168

(1)

Consulting Firms

169

(1)

Internal Research Departments

169

(1)

Using Audience Data

169

(3)

Market Terminology

172

(1)

A Word Regarding Samples

173

(1)

Standard Error and Confidence Intervals

173

(1)

Ratings Accuracy

174

(1)

Research Application

174

(1)

Summary

175

(1)

Case Study

176

(2)

InfoTrac College Edition

178

(1)

Web World

178

(1)

References for Chapter 7

178

(3)

Programming: Strategy and Distribution

181

(24)

The Program Director

181

(2)

Radio Programming

183

(4)

Target Existing Audiences

183

(1)

Develop a Niche

184

(1)

Format Variables

184

(3)

Television Programming

187

(7)

First-Run Syndication

187

(1)

Off Network Syndication

188

(1)

Ad Hoc Networks

189

(1)

Local Programming

189

(1)

Networks and Programming

189

(5)

Cable Programming

194

(2)

Management Issues in Programming

196

(2)

Intense Competition for Audiences

196

(1)

Demand for More Research

196

(1)

Brand Development and Brand Extension

196

(1)

Rising Costs of Programming

197

(1)

Regulatory Concerns

197

(1)

Utilization of the Internet

197

(1)

Summary

198

(1)

Case Studies

199

(3)

InfoTrac College Edition

202

(1)

Web World

202

(1)

References for Chapter 8

203

(2)

Marketing

205

(28)

The Four Ps of Marketing

206

(1)

Personnel in Electronic Media Marketing

207

(1)

Marketing Strategies

208

(2)

Segmentation

208

(1)

Positioning

209

(1)

Branding

209

(1)

Sales versus Marketing

210

(2)

Expanding Selling to Marketing

210

(1)

Understanding Clients and Their Needs

211

(1)

Sales Management: GSM, Local, and National Sales

212

(12)

Role of the General Sales Manager (GSM)

212

(1)

Local Advertising

212

(1)

The Local Sales Staff: Account Executives

212

(2)

Role of the Local Sales Manager

214

(1)

Radio Revenue Projections and Rates

214

(1)

Television Revenue Projections and Rates

215

(1)

Cable Revenue Projections and Rates

216

(1)

National Advertising

217

(1)

Spot Advertising

217

(1)

National Sales Staff

218

(1)

Role of the Rep firm

218

(1)

Working with the Rep Firm

219

(1)

Cooperative (Co-op) Advertising

219

(1)

Sales Terminology

220

(4)

Promotions as a Form of Marketing

224

(2)

Duties of the Promotion Manager

224

(1)

Types of Promotion

225

(1)

Evaluating Marketing Efforts

226

(1)

Summary

227

(1)

Case Studies

228

(3)

InfoTrac College Edition

231

(1)

Web World

231

(1)

References for Chapter 9

231

(2)

News and News Management

233

(18)

The Importance of News

234

(3)

Localism

235

(1)

News as Programming

236

(1)

Organization of News Department

237

(5)

Staffing the News Department

238

(2)

Budgeting and the News Department

240

(2)

Issues in News Management

242

(4)

Erosion of the News Audience

242

(1)

Negotiations with News Talent

243

(1)

Ratings and Sweeps

243

(1)

News Ethics

244

(1)

Race and Ethnicity Issues

245

(1)

Dealing with Unions

245

(1)

Summary

246

(1)

Case Studies

247

(2)

InfoTrac College Edition

249

(1)

Web World

249

(1)

References for Chapter 10

249

(2)

Regulatory Influences and Electronic Media Management

251

(26)

Regulatory Influences: The Federal Government

252

(1)

The Executive Branch

252

(1)

The Legislative Branch

252

(1)

The Judicial Branch

253

(1)

Role of State and Local Law

253

(1)

Role of the Federal Communications Commission

253

(15)

The FCC: A Brief History

254

(1)

The FCC Today

255

(1)

FCC Regulatory Policies

256

(1)

The FCC and Broadcasting

257

(4)

The FCC and Programming Policies

261

(3)

The FCC and Cable Television

264

(2)

The FCC and Telephone Regulation

266

(2)

Other Federal Departments and Agencies

268

(1)

Department of Justice

268

(1)

Federal Trade Commission

268

(1)

National Telecommunications and Information Administration

268

(1)

Federal Aviation Administration

269

(1)

Informal Regulatory Forces

269

(2)

Citizen/Consumer Groups

269

(1)

Self Regulation

270

(1)

The Press

270

(1)

Summary

271

(1)

Case Studies

272

(2)

InfoTrac College Edition

274

(1)

Web World

274

(1)

References for Chapter 11

274

(3)

The Internet and Electronic Media Management

277

(18)

Utilization of the Internet

279

(1)

Internal Department

279

(1)

Outsourcing

279

(1)

The Web Department

280

(2)

Staffing and Reporting Structure

280

(1)

Salary and Cost Structures

281

(1)

Web Functions and Management

282

(3)

Brand Extension and Development

282

(1)

Repurposing and Expansion of Content

283

(1)

Audience Information and Research

284

(1)

Revenue Streams

285

(3)

Advertising

285

(1)

E-Commerce

286

(1)

Local Portal

287

(1)

Associate Programs

288

(1)

Key Management Issues

288

(2)

Finding the Business Model

288

(1)

Dealing with Change

289

(1)

Where Does the Internet Fit

289

(1)

Summary

290

(1)

Case Studies

291

(2)

InfoTrac College Edition

293

(1)

Web World

293

(1)

References for Chapter 12

294

(1)

Glossary of Key Terms

295

(12)

Index

307

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Management of Electronic Media (with InfoTrac)

Summary

Table of Contents

Supplemental Materials