Author Question: TV networks continue to develop the majority of their programs to appeal mostly to 18-49 year olds, ... (Read 23 times)

saliriagwu · **on:** Sep 11, 2019

Question 1

Define the following terms.

What will be an ideal response?

Question 2

TV networks continue to develop the majority of their programs to appeal mostly to 18-49 year olds, the prized audience for advertisers. In contrast, most travel companies primarily target mature audiences.

Why are these goals so different? As the population ages, will TV networks have to adapt to an older audience?

chem1s3 · **Reply #1 on:** Sep 11, 2019

Answer 1

Navigation bar:

A field, to include buttons or text links, giving the user direct access to all pages on the site.

Online branding:

Web site design strategy aimed at adapting the destination brand to the expectations of different online segments. Successful destination Web site branding should be guided more by what the consumer wants to do online than by what a CVB wants to say.

E-CRM database:

Electronic customer service relationship tool. A database to store, track, and report visitor paths and behavior.

Answer 2

A number of factors account for this. Travel has grown so rapidly that a larger number of travel providers and suppliers continue to be directed by their first generation founders or their sons and daughters. Note Carnival Cruise Lines (about 45 of cruise line capacity)founded by Ted Arison and now directed by son Mickey Arison. And Tauck Travel, formed by Arthur Tauck and currently guided by daughter Robin Tauck. And Bill Marriott, Jr. took the reins of the Marriott hotel chain from his founding father Bill, Sr. Often the founding fathers or their first generation offspring believe they provide such a superior product that word-of-mouth advertising will produce about as much growth as they need. Also, since some network advertising channels are so expensive and don't reach the right audiences (see earlier), many travel advertisers look for other ways to communicate. The character of the market has also changed. Airlines, at one time a major buyer of network advertisement, previously emphasized the destinations they served. But, with a current emphasis on promoting discount fares, television is too slow to respond to rapid changes in the marketplace, and also too expensive. Luxury hotels have largely followed suit and now do more direct mail, choosing neighborhoods by 9-digit zip codes. These communication channels cost much less than network or cable television. Finally, a large portion of the industry has focused, by necessity, on cost cutting and running lean and mean to survive (note the problems of the airlines). One of the first budget items to get cut when problems appear is advertising since it is a discretionary outlay. Once cut, someone must fight to get it back to previous levels when times get better.