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Conceptual Aspects Regarding The Specifics Of Marketing Strategies In The Audiovisual Field

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  • BUDACIA, Andreea

Abstract

The global market is a challenge which requires a certain attitude from its economic agents, a proactive behavior meant to ensure advantageous positions in certain domains of activity. In the audiovisual domain, major enterprises have a precise and competitive strategy. Marketing strategies represent “the path chosen by the enterprise in order to achieve certain goals†which are of two types: market strategies and mix strategies. Market strategies typical of audiovisual services have the following criteria for classification: the relation between the demand and the supply, the type of relation with the environment, the competitive relations, the attitude towards viewers. Regarding the services in the audiovisual domain, well take into account, on the one hand, the classical components of mix marketing, namely the product, the price, the investment and the promotion, and, on the other hand, concepts from modern theories such as the personnel (and especially celebrities and the anchor of the respective TV station), the viewer and the relation with the audience.

Suggested Citation

  • BUDACIA, Andreea, 2011. "Conceptual Aspects Regarding The Specifics Of Marketing Strategies In The Audiovisual Field," Holistic Marketing Management Journal, Holistic Marketing Management, vol. 1(4), pages 15-24, December.
    • Handle: RePEc:hmm:journl:v:1:y:2011:i:4:p:15-24
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    Keywords

    Marketing Strategies; Audiovisual Field; Audiovisual Services; Marketing Mix;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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