Management of electronic and digital media

Assignment Help HR Management

Reference no: EM133171849

Jessica Lynn is the Director of Research for a TV duopoly in a medium-size southeastern market. Lynn has access to a variety of research data, including the Nielsen local report as well as qualitative reports from Simmons and VALS. Yet Jessica was convinced they were missing data from the reports, so she scheduled a meeting with her Station Manager, Mark Schwartz, to discuss the matter.

"I'm not suggesting we drop any of these efforts, but that we consider putting some resources into doing our own local research," she began. "According to Nielsen, we have few younger people in the 18 to 25 demo- graphic watching any television outside of prime time, and our Rentrak data confirms this trend. As such, several key advertisers targeting this demo are reluctant to buy time in other dayparts."

Schwartz trusted the instincts of his Research Director; she had proven to be a valuable asset in her time with the stations. "OK, I'll find some funds to get you started, but it won't be much-maybe around $15,000 max," said Schwartz. "You are going to have to do this with limited resources until we see some tangible results. What's your plan?"

Take the role of Lynn and generate some ideas to collect some low-cost research data for the stations that could tap into the viewing preferences of the 18-25 demographic. What are some possible options? What methodologies might be considered to obtain some data? How could the Internet and other digital platforms be used to acquire the data the manager is interested in?

The book is Management of Electronic and Digital Media by Alan Albarran.

Reference no: EM133171849

Questions Cloud

Provide the journal entries for the receipt of application : Provide the journal entries for the receipt of the application monies and the subsequent allotment of the shares

Describe the types of agency conflict : Briefly describe the types of agency conflict, and provide an example of at least one of the types of agency conflict to support your response.

What is the prepaid rent amount recognized on the company : What is the Prepaid Rent amount recognized on the company's balance sheet as of 12.31.2019

Why is comparing this ratio to industry average important : How does this company's ratio compare to those of its competitors? Why is comparing this ratio to the industry average important?

Management of electronic and digital media : Jessica Lynn is the Director of Research for a TV duopoly in a medium-size southeastern market.

Performance appraisal : Refer to your last performance appraisal; what did you like about the process? What would you change about the process?

What order quantity minimizes total inventory cost : Bruno has a part with a unit cost of P40. It costs P52 to place, process and receive an order. What order quantity minimizes total inventory cost

Prepare journal entries to record the purchase of the assets : Prepare journal entries to record the purchase of the assets and to record depreciation expense on 30 June 2018 and 2019, the end of company reporting periods

Increase retention of employees : If you became the new manager at a restaurant with high employee turnover, what actions would you take to increase retention of employees?

User Account

All Pages