On-Air Promotion als Instrument der Imagevermittlung

Sympathetic. Competent. Unique. The development of an attractive, unmistakable image and the successful positioning of a station brand in the highly competitive German television market poses challenges for television broadcasters. Private and public TV stations are therefore increasingly using self-advertising measures, especially on-air promotion, as an instrument of brand management. Multi-digit millions are invested in this form of advertising every year in order to convey a differentiating, positive image and generate high viewing figures. Nevertheless, on-air promotion is an area that has hardly been researched to date. In this book, Steffi Thomas looks at brand strategies of the largest German television stations and examines, using the examples of Das Erste, ZDF, RTL, Sat.1 and ProSieben, whether and to what extent on-air promotion makes a contribution to image mediation.