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The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.

In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.

Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.

The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

This paper aims to, first, analyze the transformation of the Indian market by extending Sreekumar and Varman’s (2016) work on history of marketing in India into the post-colonial era; second, trace the emergence and adoption of various media technologies in the post-colonial Indian market; third, identify the evolving trends in marketing practices alongside the penetration of these media technologies in the market; and finally, argue the need for mindful adoption of marketing practices in the Indian market, rather than direct replication of Western practices.

The historical perspective on the post-colonial Indian market is done through extant literature review and analysis of marketing practices by iconic brands in the Indian market.

This research reveals that the adoption of Western marketing practices by brands in the Indian market has led to increasing materialistic consumption patterns among consumers. Furthermore, such practices in the social media technology era impose individualistic values in the Indian consumers, contrary to the cultural values of the country. Therefore, this research posits the need for mindful marketing practices to be adopted for the Indian market.

This research shows warning signs of growing materialistic values among Indian consumers and the implications of marketing strategies on the society as a whole.

This study is a first of its kind in highlighting the transformation of the post-colonial Indian market by integrating actual marketing campaigns over this period with literature to present the various issues in the current state of the market.

Asks to what extent the process of strategic marketing planning is different among large and small‐to‐medium‐sized companies. Reports on a survey undertaken into approaches to strategic dimensions in marketing planning among a sample of television manufacturing companies. Finds that while a broad customer orientation does indeed prevail among large, medium and small companies, they are only vaguely conscious of their mission or business purpose. Claims that despite this fact, management philosophies and corporate image are strongly supportive to the development of marketing strategies. Finds evidence that shows that large‐sized companies see more prospects in terms of intensive growth strategies through market penetration in the domestic market, with future prospects being identified in terms of new product development in the domestic market, rather than in exploring new market development possibilities in overseas markets. Small/medium‐sized companies are more concerned with market development through identifying new untapped segments in the domestic market. Concludes that the majority of firms being small in size, strategic marketing planning as it is being practised requires much more consistency between company mission, objectives and stated growth strategies despite the dynamism in the mood of the industry itself.

Examines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set. Provides pointers for improvement of the effectiveness of marketing the rental TV market and the maintenance of customer loyalty.

To analyse key drivers of television dependency and its impact on teleshopping adoption.

The applicability of the media dependency scale is tested in the Spanish market. The impact of demographics, television exposure and television affinity on television dependency is analysed together with behavioural changes deriving from television dependency (willingness to teleshopping).

Data analysis shows that the media dependency scale needs to be adapted to the Spanish market and Spanish televiewers show intermediate levels of television dependency. Dependent televiewers are mainly mature, feel high‐television affinity and have high levels of exposure as televiewers. Television dependency determines teleshopping adoption, with the most relevant factor being that of searching guides for decision taking and fun.

This research enables companies to know the different objectives which television can help consumers to attain and, therefore, what aspects to highlight in their direct marketing strategies. Television agents should exploit the dimensions television offers to increase individual dependency and message effectiveness. The significant influence that “decision taking and fun” exerts on willingness to teleshopping shows managers that program contents become a key tool to increase future television purchases.

Despite dramatic online differences were discovered between television dependent and non‐dependent consumers, very limited research has been conducted to examine them. There are still no enough studies that analyse the background and effects of television dependency on the non‐purchasing televiewers behaviour. This paper analyses the background of television dependency and its influence on future purchase intentions of non‐buyer Spanish televiewers.

The history and heritage of some brands is such that an accumulation of brand equity occurs whereby stocks of images, symbols, logos and icons are built up. The role of brand managers in these cases is to release this equity in an attempt to both realise the value of brand equity and provide a foundation for future development of brand equity. Using a case from global sport, this study analyses the branding of a property and how this drew from a number of equity enhancing features, as well as capitalising upon changes in marketing and the marketplace.

This study seeks to examine how a sport league, a unique feature of professional sport, influences the business‐to‐business marketing of teams participating in the sport league.

This study uses a qualitative research design based on a single case study, the UCI ProTour in professional road cycling. The primary sources consist of 27 semi‐structured interviews complemented by written sources and controlled for construct validity, external validity and reliability.

From a theoretical point of view, a sport league is a marketing channel network (a specific type of an intentionally developed business network or IDBN). Theoretical analysis also reveals that the teams' business‐to‐business marketing is positively related to the network's value‐creating system. Empirically, it is argued that the introduction of a marketing channel network has a positive influence on the financial value of the teams' business‐to‐business market but does not result in a change in the business demographics of corporate sponsors.

The study has possible sport‐specific limitations.

Business‐to‐business marketers and sport league managers should pay attention to the characteristics of the sport league as these influence the teams' business‐to‐business market. This is especially valid for sports in which teams rely strongly on sport sponsoring and, to a lesser extend, on gate revenues, television rights and prize money.

For the first time, this study examines and provides data on the business‐to‐business environment of teams in professional road cycling. It contributes to the literature of international sport marketing and professional road cycling, a sport gaining momentum in various countries and which is understudied in comparison to other sports.

Many experts attribute Japan's spectacular economic success to superior management techniques. But the real key to Japan's performance may be outstanding marketing skills.

This paper aims to investigate factors associated with higher or lower television audience retention from one programme aired sequentially after another, referred to as lead-in audience retention. Lead-in is a primary determinant of television programme audience size.

The study models a series of factors linked to lead-in audience retention, such as rating of the second programme, genre match and competitor options. The hypothesised relationships are tested across over 1,000 pairs of programmes aired in the UK and Australia, using multivariate linear regression models.

The study finds the factors consistently related to significantly higher lead-in audience retention are the rating of the second programme in the pair and news genre match in programming. Factors consistently linked to lower audience retention include the rating of the initial programme and the number of competitor options starting at the same time as the second programme.

The findings help television networks understand drivers of lead-in audience retention. Knowledge that can be used to inform the design of tailored marketing plans for programmes based on schedule, timing and adjacent programming. Further, the findings help advertisers and media buyers with scheduling television advertising to achieve reach or frequency objectives.

No previous studies have comprehensively combined all four factors driving lead-in audience retention into a single model. The testing across multiple markets adds to the robustness of the findings. In particular, the discoveries about the impact of competitor network activities and genre build considerably on past research.

Concerns about a slowdown in the sports marketing business have recently been expressed. A major conference, SportBusiness 2001, included a session asking if the boom was over. Assuming that the level of sponsorship activity is a key indicator of the real state of the industry, we conducted an analysis of the amount spent worldwide on acquiring sponsorship rights in 2000. This confirms that the recent spectacular growth has halved to a still-robust seven per cent. Further analysis undertaken of sponsorship agreements reported in the European press in 2000 provides evidence that the sponsorship medium is still fundamentally valid.