Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic

Shalman, Tetiana та Kornieiev, Vitalii та Bilan, Nadiia та Glushkova, Tetiana та Bashuk, Alla та Netreba, Margaryta (2022) Media Branding and Brand Management: Promotion Strategies of Ukrainian National TV Channels during COVID-19 Pandemic Academic Journal of Interdisciplinary Studies (11). с. 1-15. ISSN 2281-3993

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Анотація

The research explores the Ukrainian TV market, where major TV channels are owned by the four large media groups and are marked by peculiar branding and promotional activities. It is their branding and promotion strategies during the coronavirus pandemic that the article focuses on. To achieve this, the authors employ a systematic analysis to a sample of the leading Ukrainian channels’ broadcasting as well as to examine, in particular, their branded programs and their extensions on digital platforms launched by the media channels in order to facilitate their communication with audiences. The research reveals similarities in the channels’ promotion activities and practices of branding, common to TV industry in general. These include integrated marketing activities and branding strategies such as audience-oriented content, cross/self-promotion, new value chains, communicative engagement, sponsorships/partnerships and public relations.

Тип елементу :	Стаття
Ключові слова:	media; marketing activity; branding strategy; TV; Ukraine; COVID-19
Типологія:	Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Scopus
Підрозділи:	Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет журналістики > Кафедра реклами та зв'язків з громадськістю
Користувач, що депонує:	Маргарита Николаевна Нетреба
Дата внесення:	21 Лист 2022 11:04
Останні зміни:	21 Лист 2022 11:04
URI:	https://elibrary.kubg.edu.ua/id/eprint/42649

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