Co-op marketing arrangements: a descriptive study of perceptions held by television stations in the top-20 U.S. markets and first-run television syndicators

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Title: Co-op marketing arrangements: a descriptive study of perceptions held by television stations in the top-20 U.S. markets and first-run television syndicators
Author: MacDonald, Brenda Leigh
Abstract: This study will discover the opinions and perceptions of co -op marketing programs held by television stations and first -run television syndicators and will further investigate the differences and similarities in their opinions . This research will help both stations and syndicators know what improvements their industry peers perceive as necessary and what marketing media and materials they find to be the most useful . In general , the researcher believes the current industry conditions , coupled with the mutually dependent relationships of these two parties , provide a starting point as well as a research focus for the examination of the perceptions of co -op marketing . In addition , with such industry information , syndicators and stations alike can improve the promotional services they provide . As one respondent replied , "In an ideal world , syndicators would have a productive partnership with the stations ."
URI: http : / /hdl .handle .net /2346 /19408
Date: 1998-05

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Co-op marketing arrangements: a descriptive study of perceptions held by television stations in the top-20 U.S. markets and first-run television syndicators. Master's thesis, Texas Tech University. Available electronically from http : / /hdl .handle .net /2346 /19408 .

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