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  • Recommendations Development for Building an Integrated Marketing Communications Strategy for an Entertainment Television Program

Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Nataliya Tsynovkina
Recommendations Development for Building an Integrated Marketing Communications Strategy for an Entertainment Television Program
Marketing
(Master’s programme)
2019
At the moment, there is extremely high competition in the entertainment television market. In such market conditions, it is extremely important for an entertainment television program to work not only on the content and format of the program, but also to build effective communication with your target audience. This measure will allow to build an effective strategy for promoting TV shows, which, in turn, will directly affect to the ratings and financial performance of the company. The concept of integrated marketing communications could help a TV project with these tasks. The purpose of this work is to develop recommendations for building an integrated marketing communications strategy for an entertainment television program “KVN”. As part of the work, the Russian entertainment television market was studied, and a competitive analysis of entertainment programs was conducted. A survey of the target audience of entertainment television was also conducted, based on the results of which a portrait of the consumer was drawn up. Then the range of interviews were conducted with specialists working in this market, which revealed the main features of the organization of marketing activities in the entertainment television market. Also, experts confirmed the feasibility of developing an approach to building an integrated marketing communications strategy for an entertainment television program. Based on the results of the study, an integrated marketing communications building model was adapted for the KVN entertainment television program. Recommendations were developed for each element of the model. The main objectives of marketing communications for KVN were identified, and tools were proposed to achieve the goals.

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