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ERIC Number: ED056490
Record Type: RIE
Publication Date: 1971-Oct-18
Pages: 9
Abstractor: N/A
Reference Count: 0
The Ideal Promotion Effort.
Morris, Edward L.
The ideal promotional effort for an educational television (ETV) station is dependent on a professional approach to the problem. This means that each ETV station should employ a public relations manager and should keep him informed about all major station decisions. The Public Broadcasting Service (PBS) has a campaign of its own to bring attention to PBS programs carried by local ETV stations. This campaign utilizes spot announcements on network television and ads in newspapers in the top ten markets in the country. Spot announcements on network stations are presented near the early evening news programs in order to reach potential viewers who 1) have a television set, 2) are home to watch television that evening, and 3) have at least some interest in informational programing. Network commercials are also important in reaching the non-urban population and, on a cost-per-thousand basis, have proved to be an effective, economical way to advertise. In the highest education-income range, however, there are potential viewers who do not watch network television. Since these people rely for the most part on large metropolitan dailies for their information, PBS places ads in the top ten metropolitan dailies in the country. (JY)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Public Broadcasting Service
Note: Paper presented at the National Association of Educational Broadcasters Annual Convention (Miami Beach, Florida, October 18, 1971)