Management of Electronic Media (with InfoTrac)

by Albarran, Alan B.

• ISBN13: 9780534561918
• ISBN10: 0534561918
• Format: Hardcover
• Copyright: 2001-08-16
• Publisher: Wadsworth Publishing

Summary

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.

Table of Contents

Preface	xiv
List of Abbreviations and Acronyms	xix
Managing in the Electronic Media	1	(30)
An Overview of Electronic Media in Society	3	(2)
Radio	5	(3)
AM Radio	5	(1)
FM Radio	6	(1)
DAB	7	(1)
Television	8	(3)
Cable	11	(2)
Telecommunications	13	(2)
Interexchange Service	14	(1)
Local Exchange Service	15	(1)
Interest in the Electronic Media	15	(1)
Management in the Electronic Media	15	(10)
Levels of Management	16	(1)
Management Skills	17	(2)
Management Functions	19	(4)
Management Roles	23	(2)
Summary	25	(1)
Case Studies	26	(1)
InfoTrac College Edition	27	(1)
Web World	28	(1)
References for Chapter 1	28	(3)
Strategic Alliances and Partnerships	31	(20)
Technological Forces	32	(1)
Regulatory Forces	33	(1)
Global Forces	33	(1)
Social Forces	34	(1)
Strategic Alliances and the Electronic Media Industries	35	(6)
What Is a Strategic Alliance?	35	(2)
Alliances to Develop and Market Programming and Content	37	(1)
Alliances to Expand Domestic and Global Markets	37	(1)
Alliances to Develop Broadband Technology	37	(1)
Alliances to Develop Interactive Television	37	(1)
Mergers and Acquisitions	38	(1)
Why So Many Mergers?	39	(2)
Implications for Management	41	(4)
Radio	42	(1)
Television	43	(1)
Cable	44	(1)
Summary	45	(1)
Case Studies	45	(2)
InfoTrac College Edition	47	(1)
Web World	47	(1)
References for Chapter 2	48	(3)
Ethics of Management	51	(26)
What Is Ethics?	52	(1)
Ethical Decision Making in the Electronic Media	53	(2)
Norms Used in Moral Decision Making	55	(4)
The Golden Mean	56	(1)
The Judeo-Christian Ethic	56	(1)
The Categorical Imperative	56	(1)
Utilitarianism	57	(1)
Egalitarianism	57	(1)
Relativism	57	(1)
Social Responsibility Theory	58	(1)
Deontological and Teleological Ethics	58	(1)
Ethical Codes and Mission Statements	59	(5)
Codes of Ethics	59	(4)
Mission Statements	63	(1)
Ethical Issues in Media Management	64	(5)
Serving the Market or the Marketplace	64	(1)
Controversies over Programming	65	(1)
Ethics in News and Public Affairs	66	(1)
Ethics in Sales	67	(2)
Implementing an Ethics Program	69	(1)
Summary	70	(1)
Case Studies	71	(3)
InfoTrac College Edition	74	(1)
Web World	74	(1)
References for Chapter 3	74	(3)
Theories of Management	77	(18)
Management as a Process	77	(1)
Approaches to Management	78	(12)
Classical School of Management	78	(3)
Human Relations School of Management	81	(4)
Modern Approaches to Management	85	(5)
Management and the Electronic Media	90	(1)
Summary	90	(1)
Case Studies	91	(2)
InfoTrac College Edition	93	(1)
References for Chapter 4	93	(2)
Financial Management	95	(28)
What Is Financial Management?	96	(1)
Meeting Financial Goals	96	(1)
Implementing Financial Management	97	(1)
Budgeting	98	(2)
Setting Priorities and Goals in Individual Departments	99	(1)
Capital Budgeting	99	(1)
Compiling the Budget	99	(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