Date

12-2012

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

The following study investigates how to design and implement an effective interactive marketing strategy for the television industry. The study also explores how satellite media tours and social media, specifically Twitter, can be used together in an interactive marketing plan. As new technology is continuously being developed and target audiences are increasingly demanding instantaneous interactive content, it is pertinent to understand how to successfully use these tools in a marketing plan to engage audiences. According to Nick Abramovich, the Chief Executive Officer of Synaptic Digital, a multichannel digital media creation and distribution platform (Inc Magazine, 2011), “brands are realizing that their customers want less of a monologue and more of a conversation, and expect to be engaged wherever they are, whether it's watching TV, surfing the web, interacting on social channels or in a media mix” (p. 1). Therefore, it is now critical more than ever for television networks to supply viewers with the interactive content that they are craving.