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8/8/2019 Brian Matthews Thesis Proposal
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Proposal for Thesis 1
Running Head: Proposal for Thesis
Proposal for Thesis:
Internet Marketing Model for Broadcast Stations
Brian Matthews
Full Sail University
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Proposal for Thesis 2
Abstract
In a poor economy, with the auto industry in crisis,
extreme revenue strain is forcing local broadcast stations
to turn to digital media revenues in order to make up lost
profits. Unfortunately traditional media sales habits and
an old-media mindset has made digital media revenue
unpredictable in most markets. This paper is a proposal for
a thesis aimed at designing a model for digital media
revenue utilizing the strengths of local network
affiliates.
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Proposal for Thesis 3
Table of Contents
Abstract.......................................................................................................................................2
1.Introduction..........................................................................................................................4
1.1StatementofProblem ...............................................................................................................4
1.2ResearchQuestion .....................................................................................................................6
1.3Limitations&Delimitations ...................................................................................................6
Limitations .........................................................................................................................................................6
Deliminations ....................................................................................................................................................7
2.ReviewofLiterature ..........................................................................................................8
2.1Addressingtheproblem. .........................................................................................................8
2.2UnderstandingtheSolution....................................................................................................9
StrengthsofTV.................................................................................................................................................9
Transitioning.....................................................................................................................................................9
ANewModel...................................................................................................................................................11
NewDesignApproach ................................................................................................................................13
3.PresentationofResearchMethods ............................................................................ 14
TheoreticalApproach ...................................................................................................................14
Materials ...........................................................................................................................................14
Methodology ....................................................................................................................................14
Interviews........................................................................................................................................................14
ModelProposal..............................................................................................................................................15
TestModel .......................................................................................................................................................15
AppendixA.............................................................................................................................. 16
Questionnaire .................................................................................................................................. 16
References .............................................................................................................................. 17
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Proposal for Thesis 4
Proposal for Thesis:
Internet Marketing for Broadcast Stations
1. Introduction
1.1 Statement of Problem
With a struggling economy and the auto industry in
shambles, television stations are struggling to replace
significant losses in advertising revenue. As they attempt
to fill the income void through online marketing
initiatives, transitioning from selling television
advertising to digital media sales is proving to be a
significant challenge for many television account
executives (Warner, 2009).
On a corporate level, Vice Presidents, managers, and
CEO’s are bombarded with the latest trends and fads of
Internet marketing, many succumbing to the rhetoric of
entrepreneurial web start-ups claiming to be able to
provide much greater services than their infrastructure is
actually capable of handling. When the stations sign up,
the rollout phase is often rough at best, and revenue
killing at worst.
Occasionally, corporate leaders read or hear about new
Internet marketing trends but fail to understand the
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Proposal for Thesis 5
appropriate application in their various markets, becoming
vulnerable to authoritative sounding salesmen from
companies claiming to specialize in that area. They buy
into the new trend and initiate corporate-wide mandates and
contracts which hamstring local affiliates whose markets
differ in size, demographics, economic construct, and level
of Internet savvy.
Local search is a prime example of this. With a
plethora of articles talking about the importance of local
search, companies like Planet Discover claim that their
“search technology offering provides [their] clients with
the ability to become the preferred source for everything
local” (Planet Discover, N.D.). When Schurz, Inc. mandated
that all of it’s broadcast stations implement local search
through Planet Discover they had varied results, with some
markets gaining successful profits, while others failed to
even launch a successful search tool on their sites. What
worked in one market failed miserably in another and by
dictating implementation across all of them the project was
destined for failure.
With television station account executives (AE’s)
struggling to transition into the world of Internet sales
and local affiliates struggling to create a synergy between
their broadcast and online identity, there is a desperate
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Proposal for Thesis 6
need for a revenue model that works across markets and
successfully navigates the various fads and mandates while
satisfying the ever increasing revenue demands.
1.2 Research Question
What Internet marketing model will transcend the
traditional media mindset of local network affiliates and
provide an adequate revenue generating platform?
I hypothesize that a model incorporating proven
Internet marketing principles, and a community centric,
user focused design approach will increase the
opportunities for digital media revenue which provides
identifiable return on investment (ROI).
1.3 Limitations & Delimitations
Limitations
Access I will not have access to statistics and
operating procedures from all stations within
the markets I will be conducting the study. This
will require allowances for exterior causes in
the successes and failures of digital media
ventures.
In the Augusta market, for example, WAGT, an NBC
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Proposal for Thesis 7
affiliate, launched a campaign to sell a health
vertical with accompanying television schedule
for $1000.00 per month. Through a three and a
half month campaign, their sales force managed
to sell only one package. A competing station,
CBS affiliate WRDW, launched a similar health
vertical, sent out a mail blast with invitations
to a presentation and landed 6 packages priced
at $2500.00 per month. Without having access to
both WAGT and WRDW’s data, process, and point of
view, I would be unable to accurately qualify
why the same initiative worked for WRDW and not
for WAGT. Furthermore, in this study I may not
even be made aware of a competing station’s
success or failure in endeavors similar to my
study’s participants.
Deliminations
Time and
Resources
In order to conclusively prove a model for
integrating Internet marketing techniques into
network affiliate digital media efforts, I would
need to test it in multiple markets, varying in
market size, demographic make up, and economic
conditions. For the purpose of this study,
however, I will simply formulate the model and
conduct a targeted market test.
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Proposal for Thesis 8
2. Review of Literature
2.1 Addressing the problem
Before we can begin formulating a new broadcast
affiliate model for online revenue, we must understand the
origin of the problems we are trying to address. One of the
main reasons for the current state of television revenue is
the collapse of the American auto industry and the large
annual marketing budget that accompanied it (Grover, 2009).
With such a high percentages of local television revenue
derived from this industry, the loss of income has driven
the television industry to seek alternative revenue streams
to replace those losses (Schechner & Dana, 2009).
This transition has created a dissonance for many
local sales teams who have spent decades going about the
process of selling television in a traditional, comfortable
manner. The changes this shift require are difficult and
sometimes counter-intuitive (Lafayette & Krukowski, 2009)
an resistance to it is one of the primary reasons digital
media revenue is so slow to take off in many local
affiliates and must be addressed if television stations are
to survive (Warner, 2009).
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Proposal for Thesis 9
2.2 Understanding the Solution
Strengths of TV
Television is not going away! There has been a
tendency for fear mongers to threaten local stations with
the imminent demise of local television as we know it in
order to get managers and talent to engage with online
elements. In reality, there is far too much strength in
television as a platform for it to go away (Sharp, Beal, &
Collins, 2009). In fact, during the hard economic times,
networks themselves, while still maintaining the strength
of their online platforms, are focusing significant
resources and research on the strength of broadcast
television (Hampp & Learmonth, 2009).
Instead of focusing on the unstable industry future
television stations must begin developing the integration
of their on-air and online visions, goals, and revenue
streams. Marketers are trying to integrate digital and
traditional media, and television stations must step up and
assist in the process, developing of a system of metrics to
show the combined return on investment (eMarketer, 2009).
Transitioning
Developing this new approach to digital media revenue
will not be easy. Long held traditions and methods of
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Proposal for Thesis 10
codifying the marketplace are hard to shake. Throughout the
process, we must judiciously decide the path based solely
on what works and what doesn’t work. This may seem like an
obvious principle, however human nature, a lack of Internet
knowledge, and corporate pressures have an amazing ability
to short-circuit normally reasonable business practices.
Research shows that there is no growth in the revenue
from banner ads or rich media ads, the two main digital
media revenue generators for broadcast stations, and that
sponsorship revenue, one of the latest pushes, has fallen
slightly and remains one of the smallest revenue generators
at only 2% of 2008 full year revenues (IAB, 2008). We also
see that mobile technology is increasing in penetration
worldwide and smart-phone technology is becoming a standard
(MorganStanley, 2008). We also see that search and
performance based Internet advertising products are on a
steady increase (MorganStanley, 2008).
The lessons we can take away from these trends is that
our new model must be innovative and cross the various
platforms available to network affiliates (Chiagouris,
2006). In a time when the media landscape is shifting and,
and in some cases, changing entirely, television stations
stand to take the lead in a move to cross-platform,
outside-the-box revenue generation.
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Proposal for Thesis 11
A New Model
Television stations need to break the mold of long-
held traditions when it comes to marking and advertising.
Truly integrating Internet and search marketing techniques
into traditional marketing products like television has the
potential to provide narrower targeting opportunities and
more expedient results (Tancer, 2008).
Another aspect to the new is the need to de-centralize
the purpose of television station websites. With little
exception, network affiliate websites are news driven with
the occasional inclusion of community events and local
search directories. Since the spectrum of competition in
this area spreads across newspapers, radio, and other
mediums, there are a large number of competitors pushing
the same relative content on their sites and vying for the
finite pot of local business revenue. The solution to this
problem is to follow the advice of Marty Neumeier (2006)
and “zag” into a new digital media mindset.
Affiliate’s web sites need to be less destination and
more aggregation and networking of information and
resources. Network affiliation and a long tradition of
journalistic integrity uniquely position local television
stations as a trusted source and networker for links,
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Proposal for Thesis 12
blogs, coupons, marketplaces, directories, ads, videos, and
endless other elements that riddle the online landscape
(Jarvis, 2009).
With this paradigm shift, local television stations
can move beyond the restrictions of demographics and
geography and begin expanding their online authority,
community presence, and revenue. To begin, they must
identify, court, and win the support of key influencers
within the online community (Rand, 2004). This will require
breaking off the love affair with agencies and business
owners. It means sidling up to social networking superstars
and popular bloggers (Marketing Matters, 2008). These are
the truly successful entities on the web and they will
bring with them the resources necessary to begin generating
Internet revenue.
One of the major challenges facing most account
executives (AE’s) peddling Internet ad campaigns to local
businesses, is the fact that few involved have a clue what
they’re talking about. Most AE’s don’t really understand
Internet marketing concepts and even fewer local businesses
know what to do with the websites they’ve been bullied into
creating. Affiliate stations must invest in broad Internet
marketing skill training and begin offering that assistance
to local businesses. Since more revenue is gained through
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Proposal for Thesis 13
search marketing than through banner ads, stations should
sell search engine optimization (SEO) services to clients
(Newton, 2007). They should assist clients in designing
Eisenberg’s (2006) persuasion architecture in their online
marketing efforts, help them design and optimize their web
platforms (Sweeney, MacLellan, & Dorey, 2006) and guide the
integration of all their digital strategies (Wertime &
Fenwick, 2008) both on and off-line.
New Design Approach
It should be noted, of course, that it will be nearly
impossible for local network affiliates to integrate all
the various specialties needed to provide these services,
and they shouldn’t need to. Utilizing Google’s principles
of being a network for everything (Jarvis, 2009), stations
can use their expertisem, and authority in the marketplace,
to amass these resources and services and present them in
an optimized, community-centric web presence, bringing
marketplace and consumers together and facilitating the
process, each step of the way (Eisenberg & Quarto-
vonTivadar, 2008).
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Proposal for Thesis 14
3. Presentation of Research Methods
Theoretical Approach
This will be a qualitative study using grounded
theory, case study and literature review.
Materials
Research
I will use literature review inductively in
order to compare and contrast current models
and the new model.
Interviews
I will conduct exploratory interviews with theVice President of Sales for Schurz, Inc., the
digital media sales managers for 5 Schurz
television stations, advertising agency
representatives, business owners, and account
executives for WAGT, Inc.
Methodology
Interviews
Interviews will be conducted primarily over the phone
as many of my subjects are out of market. I will record the
conversations when possible with the permission of the
subject and take written notes. When conversations are
recorded, I will transcribe the entire conversation.
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Proposal for Thesis 15
Model Proposal
I will conclude the study with the design of a model
for affiliate television station Internet revenue
generation. This will include elements of design, potential
clients, products and services, branding and community
issues, and interactive policies and procedures.
Test Model
Utilizing principles of the proposed model, I will
launch a marketplace vertical on WAGT, Inc.’s site
NBCAugusta.com and monitor the revenue statistics compared
to a banner ad campaign running under the same conditions.
While this test will in no way be conclusive, it will be
conducive to a discussion about the implementation success
or failures of the principles themselves.
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Proposal for Thesis 16
Appendix A
Questionnaire
Date: _____________________ Place: ________________
Interviewee: ______________________ Title: ________________
Questions:
1. How many average monthly unique visitors and pageviews does your site have? Are there verticals?
2. How do you sell your Internet inventory?
3. What is the average CPM you charge?
4. What are the three most successful Digital Mediarevenue generators?
5. If you could, how would you change the way you selldigital media?
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Proposal for Thesis 17
References
Grover, R. (2009, June 2). GM Bankruptcy Slams TV Networks.
Business Week Online, Retrieved June 26, 2009, from
Business Source Premier database.
Eisenberg, B., & Quarto-vonTivadar, J. (2008). Always be
testing: The complete guide to Google Website
Optimizer. Indianapolis: Wiley Publishing, Inc.
Jarvis, J. (2009). What would Google do? New York:
HarperCollins.
Wertime, K., & Fenwick, I. (2008). DigiMarketing: The
essential guide to new media & digital marketing.
Singapore: John Wile & Sons (Asia) Pte. Ltd.
Sweeney, S., MacLellan, A., & Dorey, E. (2006). 3G
marketing on the internet. Gulf Breeze, FL: Maximum
Press.
Eisenberg, B., & Eisenberg, J. (2006). Waiting for your cat
to bark? Nashville, TN: Thomas Nelson, Inc.
Neumeier, M. (2006). The brand gap: How to bridge the
distance between business strategy and design.
Berkeley, CA: New Riders.
Tancer, B. (2008). Click: Unexpected insights for business
and life. New York: Hyperion.
Schechner, S., & Dana, R. (2009, February 10). Local TV
stations face a fuzzy future. The Wall Street Journal.
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Proposal for Thesis 18
Retrieved June 26, 2009, from http://online.wsj.com/
article/SB123422910357065971.html
Lafayette, J., & Krukowski, A. (2009, March). Stations in
the balance: Debt-ridden and independent outlets run
most risk. TVWeek. Retrieved June 26, 2009, from http
://www.tvweek.com/news/2009/03/stations_in_the_balance
.php
Warner, C. (2009, June 27). The elephant in the TV room.
Message posted to http://www.huffingtonpost.com/charle
s-warner/the-elephant-in-the-tv-ro_b_166252.html
Sharp, B., Beal, V., & Collins, M. (2009, June).
Television: Back to the Future. Journal of Advertising
Research, 49(2), 211-219. Retrieved June 27, 2009,
from Business Source Premier database.
Hampp, A., & Learmonth, M. (2009, May 25). What happened to
all that talk about online? Nets rally around TV.
Advertising Age , 80(19), 3-21. Retrieved June 27,
2009, from Business Source Premier database.
eMarketer. (2009, April 29). Marketers need metrics to
integrate traditional and digital media. eMarketer:
The First Place to Look. Retrieved June 26, 2009, from
http://www.emarketer.com/Article.aspx?R=1007063
IAB. (2009, March). IAB Internet advertising revenue
report. Retrieved June 26, 2009, from http://www.docst
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oc.com/docs/5134258/IAB-2009-Report
MorganStanley. (2008, November 3). Internet advertising
trends [PowerPoint slides]. Retrieved from http://www.
morganstanley.com/institutional/techresearch/pdfs/Ad_T
rends_110308.pdf
MorganStanley. (2008, November 5). Technology/Internet
trends [PowerPoint slides]. Retrieved from http://www.
morganstanley.com/institutional/techresearch/pdfs/Tech
TrendsWeb2_110508.pdf
Chiagouris, L. (2006, November/December). New media power:
Harness the strength of innovative media tactics.
Marketing Management, 59-62. Retrieved from http://
www.marketingpower.com/ResourceLibrary/Publications/Ma
rketingManagement/2006/15/6/MMNov06Chiagouris.pdf
Rand, P. (2004, June, 30). Identifying and reaching
influencers. American Marketing Association. Retrieved
June 26, 2009, from http://www.marketingpower.com/Res
ourceLibrary/Pages/Best%20Practices/best_practice_Reac
h_Influencers.aspx?sq=television+internet+marketing#
Marketing Matters. (2008, October 11). Brands and blogs
unite: State of the blogosphere. American Marketing
Association. Retrieved June 26, 2009, from http://www.
marketingpower.com/ResourceLibrary/Pages/Marketing%20M
atters/MarketingMattersNewsletter101308/Brands_and_Blo
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gs_Unite_State_of_the_Blogosphere.aspx?sq=television+i
nternet+marketing#
Newton, C. J. (2007, October 20). Defining search engine
optimization. American Marketing Association.
Retrieved June 26, 2009, from http://www.marketingpowe
r.com/ResourceLibrary/Pages/Best%20Practices/best_prac
tices_SEO.aspx?sq=television+internet+marketing#