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

Shalman, Tetiana and Kornieiev, Vitalii and Bilan, Nadiia and Glushkova, Tetiana and Bashuk, Alla and 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). pp. 1-15. ISSN 2281-3993

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Abstract

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.

Item Type:	Article
Uncontrolled Keywords:	media; marketing activity; branding strategy; TV; Ukraine; COVID-19
Subjects:	Це архівна тематика Київського університету імені Бориса Грінченка > Статті у наукометричних базах > Scopus
Divisions:	Це архівні підрозділи Київського університету імені Бориса Грінченка > Факультет журналістики > Кафедра реклами та зв'язків з громадськістю
Depositing User:	Маргарита Николаевна Нетреба
Date Deposited:	21 Nov 2022 11:04
Last Modified:	21 Nov 2022 11:04
URI:	https://elibrary.kubg.edu.ua/id/eprint/42649

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