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It is generally recognised that companies spend approximately 50% of their marketing budget on promotional activities. Advertising belongs to the most visible areas of a company’s activity. Therefore, it should not be surprising that the average recipient associates marketing with advertising, competitions and leaflets about new promotions delivered to houses or offices. Advertising, especially Internet advertising, is one of the most effective forms of marketing and one of the fastest developing areas of business. New channels of communication are emerging all the time – the Internet, digital television, mobile telephony; accompanied by new forms, such as the so-called ambient media. Advertising benefits from the achievements of many fields of science, that is, psychology, sociology, statistics, medicine and economics. At the same time, it combines science and the arts – it requires both knowledge and intuition. Contemporary advertising has different forms and areas of activity; yet it is always closely linked with the operations of a company – it is a form of marketing communication.

The indices of marketing communication presented in this chapter are generally known and used not only by advertising agencies but also by the marketing departments of many organisations. Brand awareness, advertising scope and frequency, the penetration index or the response rate belong to the most widely used indices; others, like the conversion rate or the affinity index, will get increasingly more significant along with the process of professionalisation of the environment of marketing specialists in Poland and with increased pressure on measuring marketing activities. Marketing indices are used for not only planning activities, but also their evaluation; some of them, such as telemarketing, mailing and coupons, provide an extensive array of possibilities of performance evaluation.

Efforts to make the television landscape more equitable for people of color have been evident both within and outside the industry as early as the 1940s. These advancements made by individuals within broadcasting were an attempt to allow more people of color to get opportunities to prove themselves competent in front of and behind the scenes in broadcast television. While these early attempts were ultimately unsuccessful, they laid the groundwork for future diversity initiative efforts. The purpose of this chapter is to expose the landmark events that introduced changes in diversity policy that eventually resulted from diversity initiatives at NBC despite the racial barriers within its corporate structure. This chapter will show that the trajectory of these early events exhibits that the diversity initiatives seen today resulted from decades of pressure from the government, the press and outside citizen activist groups.

Recounts how, in 1977, President Clinton appointed an advisory committee (the Gore Commission) to chart a reasonable course for digital television, which at its simplest is much “snazzier” than analogue. Looks at public broadcast networks, such as cable and Mitsubishi’s underwriting of 10‐15 hours of weekly prime‐time entertainment programming on CBS for one year, at a reported cost of $20,000 to $30,000 per hour.

The purpose of this paper is to show how early planned PR efforts at the British Family Planning Association [FPA] resulted in an epoch-making television appearance in November 1955, tessellating with current methodological debates in the history of PR.

This paper uses a qualitative, micro-history approach and original archival document research conducted at Wellcome Collection, London and the BBC Written Archives Centre, Caversham, to reconstruct early PR activity at the FPA. It intercedes in debates on historiography, the diversification of the history of PR and the concepts of mediatization and advocacy in historical contexts.

Attaining broadcast coverage for birth control issues was historically difficult and was made more so by Marie Stopes. The subject was commonly packaged into the less problematic issues of population and infertility. The FPA achieved explicit television coverage in 1955 after establishing a focussed PR plan to stage and exploit a silver jubilee event. This vindicated the FPA's mission, validated service users and created broadcast opportunities.

Research is limited by temporal scope (1870s–1950s), and reliance on document sources, footage of television programmes being unavailable. This paper has implications for the history of PR, contributing to the diversification of the field by suggesting an original approach to the intersection of public relations and social change.

This paper surfaces overlooked primary sources and is the first account of how birth control appeared as a topic on early British broadcast media.

The purpose of this paper is to outline the historical and political broadcasting conditions that hindered the success of British professional wrestling and allowed the rise to dominance of the American World Wrestling Federation.

Because of the nature of professional wrestling, the paper utilises a range of secondary sources (audience research conducted by the Independent Broadcasting Authority, and interviews with retired wrestlers) and primary research (government papers, magazines, newspapers).

The paper finds that the World Wrestling Federation benefited from neo‐liberal television policies, but also created a product that attracted a new generation of fans.

The paper examines an under‐researched area of study (British professional wrestling) to explore and complicate existing debates about sports marketing and British media institutions in the 1980s and 1990s.

Describes how, three years after the fall of the communist government in Czechoslovakia, NOVA, the first privately owned commercial television station in Central Europe began broadcasting throughout the recently formed Czech Republic. The primary challenge was to position the new station successfully as a clearly differentiated brand in a market which had never previously experienced television as anything other than a government‐controlled commodity. The station′s management sought to establish itself with the Czech television audience as the nation′s broadcast brand of choice by utilizing substantial numbers of Hollywood hit motion pictures and popular US television series, as well as presenting news shows which were significantly more irreverent and independent than the competing government‐sponsored stations. Prior to launch, the station management executed the most intense national advertising and promotion campaign ever utilized to promote a media product in the Czech Republic.

Aiming to explore how audience consume and produce media events in the digital, distributed and social era we live in, the paper analyzes the viewing patterns of video news items during a media event (the week of Donald Trump's presidential visit to Israel, the first to a country outside the US), compared to a parallel comparable “ordinary” period (two weeks later, in which no inordinacy events occurred). The comparison focused on simultaneous activities of audiences engaged with the event, with either related (i.e. second screening) or unrelated (i.e. media multitasking).

The research is a diary study based on a dedicated mobile app in which respondents reported their news-related behavior during two periods: a media event period and comparable “ordinary” period.

Participants reported watching significantly more news video items in the first day of the media event week compared to the first day of the “ordinary” week. More than half of the viewing reports of the media event were not on TV. In the media event week, there were significantly higher percentages of viewing reports on smartphones/computers and significantly higher percentages of second-screening reports.

This is the first study that empirically explores the viewing patterns of video news items during a media event, compared to an “ordinary” period, focusing on media second screening of audiences engaged with the event. This comparison may reveal whether (1) media events still retain their centrality in a multi-screen era and (2) the role of the internet and online social media in the experience of media events.

The purpose of this paper is to analyse technological and regulatory issues arising from the introduction of TV services on mobile handsets.

The paper looks at the various technological solutions to the provision of mobile TV and records the progress to date of trials of these technologies. It also examines the regulatory framework in the EU and certain individual countries and analyses the effects of spectrum shortages.

The paper finds that the existence of competing, incompatible technologies, the constraints on the availability of suitable spectrum, the issue of what content to broadcast and the difficulties of persuading customers to pay for it are holding back the widespread dissemination of mobile TV, but only on a temporary basis.

This paper is the first detailed attempt to investigate this topic.

Focusing on the early development of the three major forms of local advertising employed by independent department stores across the USA – newspapers, radio, and television – this paper examines continuity in the industry's commercial use of new technologies.

The research draws on different types of primary sources, including department store financial records and correspondence, retailing trade literature, industry publications, newspaper advertisements, and radio advertisement transcripts.

The local and regional markets of the independent department store, and to some extent, department store chains, required local advertising, something best served by newspapers in the period under study. While many retailers embrace the commercial potential of radio and television as they appear in the 1920s and late 1930s, respectively, others are reluctant to divert their advertising budget away from newspapers. Trade writers for the department store industry and radio and television reveal tension between the National Retail Dry Goods Association, with its progressive orientation and professionalizing goals, and the more traditional merchants these experts are trying to modernize. The paper also suggests, perhaps as a subject for future research, that as radio and television lost their local orientation and became increasingly commercialized and national, independent department store advertising would not have been able to compete with department store chains.

Although much has been written about national advertising, cultural, and business historians have conducted little research on local advertising, the type typically employed by independent department stores. This paper provides an introduction to the three major advertising formats most often used by independent department stores as each medium first emerged as a potential selling tool.