Management of Electronic Media

by Albarran, Alan B.

• ISBN13: 9780534262747
• ISBN10: 0534262740
• Format: Hardcover
• Copyright: 1996-07-01
• Publisher: Wadsworth Publishing

Summary

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.

Table of Contents

Preface	xv
1 Managing in the Electronic Media	1	(30)
An Overview of Electronic Media in Society	3	(2)
Radio	5	(4)
AM Radio	6	(1)
FM Radio	6	(1)
DAB	7	(2)
Television	9	(5)
Telecommunications	14	(3)
Interexchange Service	15	(1)
Local Exchange Service	15	(1)
Interest in the Electronic Media	16	(1)
Management in the Electronic Media	17	(9)
Levels of Management	17	(1)
Management Skills	18	(2)
Management Functions	20	(4)
Management Roles	24	(2)
Summary	26	(1)
Case Study	27	(1)
References for Chapter 1	28	(3)
2 Theories of Management	31	(18)
Management As a Process	32	(1)
Approaches to Management	32	(11)
Classical School of Management	33	(2)
Human Relations/School of Management	35	(4)
Modern Approaches to Management	39	(4)
Management and the Electronic Media	43	(1)
Summary	44	(1)
Case Studies	45	(1)
References for Chapter 2	46	(3)
3 Financial Management	49	(28)
What Is Financial Management?	50	(2)
Meeting Financial Goals	51	(1)
Implementing Financial Management	51	(1)
Budgeting	52	(2)
Setting Priorities/Goals in Individual Departments	53	(1)
Capital Budgeting	53	(1)
Compiling the Budget	53	(1)
Budgetary Flexibility	54	(1)
Forecasting	54	(1)
Monitoring Financial Performance	54	(8)
Balance Sheet	56	(2)
Income (P & L) Statement	58	(2)
Statement of Cash Flows	60	(1)
Other Financial Statements	60	(2)
Financial Analysis	62	(8)
Time Value of Money	62	(4)
Ratio Analysis	66	(1)
Break-even Analysis	67	(2)
Depreciation and Amortization	69	(1)
Reporting Financial Performance	70	(1)
Summary	71	(1)
Case Studies	72	(3)
References for Chapter 3	75	(2)
4 Managing Personnel	77	(28)
Personnel Management	78	(11)
The Hiring Process	79	(2)
Interviewing	81	(2)
Orientation	83	(1)
Performance Reviews	84	(2)
Promotion	86	(1)
Termination	86	(2)
Part-time Employees	88	(1)
Interns	88	(1)
Working with Personnel	89	(1)
Legal Issues in Personnel Management	89	(8)
Equal Employment Opportunity (EEO) Guidelines	90	(2)
Sexual Harassment	92	(2)
Other Labor Laws	94	(1)
Labor Issues: Working with Unions	95	(2)
Structure, Communication, and Personnel	97	(2)
Summary	99	(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