chapter  5
2 Pages

Sales Promotion as Branding

For media brands operating under an advertising-based business model, branding should be a two-fold process addressing both audience and advertising brand equity goals. Although the most visible forms of marketing and promotion are aimed at the general public to attract audiences, the business community, represented by advertisers and media buyers, is equally important. In fact, it is this second group that ultimately buys the brand and generates revenue. Although audience-based branding strategies are aimed primarily at the general public, often segmented into narrower demographic or lifestyle groupings, advertiserbased branding strategies concentrate on a much smaller audience of business decision makers possessing special knowledge.