ROLA AUTOPROMOCJI W ZARZĄDZANIU OFERTĄ TELEWIZYJNĄ
THE ROLE OF SELF-PROMOTION IN THE MANAGEMENT OF THE TELEVISION OFFER

Summary/Abstract: In the second decade of the 21st century, the activity of business entities is not only related to the production or the provision of services, but marketing activities are becoming increasingly important. Reaching potential customers with information about the offer is important in the process of pursuing economic success. Often these types of projects are accompanied by, defined in the strategies of the development of the activity, appropriately selected methods and tools of their implementation. Comprehensive design facilitates implementation, both in terms of subject and subject matter, and thus is competitive with other commodities and services exchanges. The management of a media company requires the use of mechanisms specific to other operators to achieve a net margin. Specificity of the object of the activity, i.e. the provision of audiovisual services, inter alia it commits to programming, informs about planned broadcasts to infl uence the audience’s choices.

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