Media Marketing Built on Basic Principles
Siwajek, Mary Alice
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In the fast-paced business world over the last few decades, marketing has become essential in creating an interest and audience for all products or companies. Corporations big and small have a percentage of their staff dedicated to basic marketing principles and promoting themselves. The key to name recognition and product knowledge involves promotion and advertising through different types of media. The basic principles of marketing are vitally important to study and understand to be an efficient and productive business. The concept underlying all marketing in the 1990's is customer orientation and behavior. For this marketing approach to be successful, the company needs to take into consideration internal organization and profit. The key to becoming market-oriented is based on functioning effectively and concentrating on the specific product and the needs and wants of its consumers. The entire focus of marketing needs the assistance of sales, product design, consumer research, advertising, and promotion to run successfully. A well-rounded understanding on all the concepts of marketing give businesses an advantage over the many options consumers have in today's economy. The worlds of radio and media advertising are perfect examples of using these basic principles. Stations target not only their audience, but also the clients who use the stations to advertise. Without careful consideration of the marketing process, a station can lose profit, ratings, and respect. The following study is focused on WCSX-radio in Detroit and the marketing concepts that make it successful.