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Management of Electronic Media,9780534561925
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Management of Electronic Media



Pub. Date:
Cengage Learning
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This is the 2nd edition with a publication date of 1/1/2002.

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Table of Contents

Prefacep. xiv
List of Abbreviations and Acronymsp. xix
Managing in the Electronic Mediap. 1
An Overview of Electronic Media in Societyp. 3
Radiop. 5
AM Radiop. 5
FM Radiop. 6
DABp. 7
Televisionp. 8
Cablep. 11
Telecommunicationsp. 13
Interexchange Servicep. 14
Local Exchange Servicep. 15
Interest in the Electronic Mediap. 15
Management in the Electronic Mediap. 15
Levels of Managementp. 16
Management Skillsp. 17
Management Functionsp. 19
Management Rolesp. 23
Strategic Alliances and Partnershipsp. 31
Technological Forcesp. 32
Regulatory Forcesp. 33
Global Forcesp. 33
Social Forcesp. 34
Strategic Alliances and the Electronic Media Industriesp. 35
What is a Strategic Alliance?p. 35
Alliances to Develop and Market Programming and Contentp. 37
Alliances to Expand Domestic and Global Marketsp. 37
Alliances to Develop Broadband Technologyp. 37
Alliances to Develop Interactive Televisionp. 37
Mergers and Acquisitionsp. 38
Why So Many Mergers?p. 39
Implications for Managementp. 41
Radiop. 42
Televisionp. 43
Cablep. 44
Ethics of Managementp. 51
What Is Ethics?p. 52
Ethical Decision Making in the Electronic Mediap. 53
Norms Used in Moral Decision Makingp. 55
The Golden Meanp. 56
The Judeo-Christian Ethicp. 56
The Categorical Imperativep. 56
Utilitarianismp. 57
Egalitarianismp. 57
Relativismp. 57
Social Responsibility Theoryp. 58
Deontological and Teleological Ethicsp. 58
Ethical Codes and Mission Statementsp. 59
Codes of Ethicsp. 59
Mission Statementsp. 63
Ethical Issues in Media Managementp. 64
Serving the Market or the Marketplacep. 64
Controversies over Programmingp. 65
Ethics in News and Public Affairsp. 66
Ethics in Salesp. 67
Implementing an Ethics Programp. 69
Theories of Managementp. 77
Management as a Processp. 77
Approaches to Managementp. 78
Classical School of Managementp. 78
Human Relations School of Managementp. 81
Modern Approaches to Managementp. 85
Management and the Electronic Mediap. 90
Financial Managementp. 95
What Is Financial Management?p. 96
Meeting Financial Goalsp. 96
Implementing Financial Managementp. 97
Budgetingp. 98
Setting Priorities and Goals in Individual Departmentsp. 99
Capital Budgetingp. 99
Compiling the Budgetp. 99
Budgetary Flexibilityp. 100
Forecastingp. 100
Monitoring Financial Performancep. 100
Balance Sheetp. 101
Income (P and L) Statementp. 104
Statement of Cash Flowsp. 106
Other Financial Statementsp. 106
Financial Analysisp. 108
Time Value of Moneyp. 108
Compoundingp. 111
Ratio Analysisp. 112
Break-Even Analysisp. 114
Depreciation and Amortizationp. 116
Reporting Financial Performancep. 117
Managing Personnelp. 123
Personnel Managementp. 124
The Hiring Processp. 125
Interviewingp. 127
Orientationp. 129
Performance Reviewsp. 131
Promotionp. 132
Terminationp. 133
Part-Time Employeesp. 134
Internsp. 134
Working with Personnelp. 135
Legal Issues in Personnel Managementp. 136
Equal Employment Opportunity (EEO) Guidelinesp. 136
Sexual Harassmentp. 137
Other Labor Lawsp. 138
Labor Issues: Working with Unionsp. 139
Structure, Communication, and Personnelp. 141
Understanding Markets and Audiencesp. 149
Defining the Marketp. 150
Dual Product Marketsp. 151
Geographic Marketsp. 151
Market Structurep. 152
Concentration in the Marketp. 153
Product Differentiationp. 153
Barriers to Entryp. 154
Cost Structuresp. 154
Vertical Integrationp. 155
The Theory of the Firmp. 155
Other Factorsp. 157
Audience Research and Analysisp. 158
Demographic Research Datap. 159
Psychographic Research Datap. 160
Geodemographic Researchp. 161
Sources of Audience Research Datap. 161
Nielsen Media Researchp. 161
National Research Services for Radiop. 163
Industry and Trade Associationsp. 168
Consulting Firmsp. 169
Internal Research Departmentsp. 169
Using Audience Datap. 169
Market Terminologyp. 172
A Word Regarding Samplesp. 173
Standard Error and Confidence Intervalsp. 173
Ratings Accuracyp. 174
Research Applicationp. 174
Programming: Strategy and Distributionp. 181
The Program Directorp. 181
Radio Programmingp. 183
Target Existing Audiencesp. 183
Develop a Nichep. 184
Format Variablesp. 184
Television Programmingp. 187
First-Run Syndicationp. 187
Off-Network Syndicationp. 188
Ad Hoc Networksp. 189
Local Programmingp. 189
Networks and Programmingp. 189
Cable Programmingp. 194
Management Issues in Programmingp. 196
Intense Competition for Audiencesp. 196
Demand for More Researchp. 196
Brand Development and Brand Extensionp. 196
Rising Costs of Programmingp. 197
Regulatory Concernsp. 197
Utilization of the Internetp. 197
Marketingp. 205
The Four Ps of Marketingp. 206
Personnel in Electronic Media Marketingp. 207
Marketing Strategiesp. 208
Segmentationp. 208
Positioningp. 209
Brandingp. 209
Sales versus Marketingp. 210
Expanding Selling to Marketingp. 210
Understanding Clients and Their Needsp. 211
Sales Management: GSM, Local, and National Salesp. 212
Role of the General Sales Manager (GSM)p. 212
Local Advertisingp. 212
The Local Sales Staff: Account Executivesp. 212
Role of the Local Sales Managerp. 214
Radio Revenue Projections and Ratesp. 214
Television Revenue Projections and Ratesp. 215
Cable Revenue Projections and Ratesp. 216
National Advertisingp. 217
Spot Advertisingp. 217
National Sales Staffp. 218
Role of the Rep Firmp. 218
Working with the Rep Firmp. 219
Cooperative (Co-op) Advertisingp. 219
Sales Terminologyp. 220
Promotions as a Form of Marketingp. 224
Duties of the Promotion Managerp. 224
Types of Promotionp. 225
Evaluating Marketing Effortsp. 226
News and News Managementp. 233
The Importance of Newsp. 234
Localismp. 235
News as Programmingp. 236
Organization of News Departmentp. 237
Staffing the News Departmentp. 238
Budgeting and the News Departmentp. 240
Issues in News Managementp. 242
Erosion of the News Audiencep. 242
Negotiations with News Talentp. 243
Ratings and Sweepsp. 243
News Ethicsp. 244
Race and Ethnicity Issuesp. 245
Dealing with Unionsp. 245
Regulatory Influences and Electronic Media Managementp. 251
Regulatory Influences: The Federal Governmentp. 252
The Executive Branchp. 252
The Legislative Branchp. 252
The Judicial Branchp. 253
Role of State and Local Lawp. 253
Role of the Federal Communications Commissionp. 253
The FCC: A Brief Historyp. 254
The FCC Todayp. 255
FCC Regulatory Policiesp. 256
The FCC and Broadcastingp. 257
The FCC and Programming Policiesp. 261
The FCC and Cable Televisionp. 264
The FCC and Telephone Regulationp. 266
Other Federal Departments and Agenciesp. 268
Department of Justicep. 268
Federal Trade Commissionp. 268
National Telecommunications and Information Administrationp. 268
Federal Aviation Administrationp. 269
Informal Regulatory Forcesp. 269
Citizen/Consumer Groupsp. 269
Self-Regulationp. 270
The Pressp. 270
The Internet and Electronic Media Managementp. 277
Utilization of the Internetp. 279
Internal Departmentp. 279
Outsourcingp. 279
The Web Departmentp. 280
Staffing and Reporting Structurep. 280
Salary and Cost Structuresp. 281
Web Functions and Managementp. 282
Brand Extension and Developmentp. 282
Repurposing and Expansion of Contentp. 283
Audience Information and Researchp. 284
Revenue Streamsp. 285
Advertisingp. 285
E-Commercep. 286
Local Portalp. 287
Associate Programsp. 288
Key Management Issuesp. 288
Finding the Business Modelp. 288
Dealing with Changep. 289
Where Does the Internet Fitp. 289
Glossary of Key Termsp. 295
Indexp. 307
Table of Contents provided by Syndetics. All Rights Reserved.

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