Knowledge and Marketing Management Seminar The Fashion Channel Case Study: Friday‚ 18 October Please read and analyze this case on market segmentation and targeting options for a cable television network dedicated to fashion programming. No research into the industry or firm is necessary. Please use only the information provided by the case. Each team should complete Exhibit #4 “Ad Revenue Calculator” and Exhibit #5 “Estimated Financials for 2006 and 2007” and submit a copy of their
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I agree with you that there is an undeniable need for some substantial changes‚ I am equally concerned about the negative reception of these changes by our viewers and even our employees. According to me‚ the aim right now should be to steer our channel away from the risks of declining viewership and advertising prices. However‚ in order to achieve this‚ I do not at the same time think it would be wise to expose ourselves to higher concentration risks than is necessary. Therefore‚ my recommendation
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The Fashion Channel – Case Study Exercise 1: What is expected outcome of each of the targeting scenarios? (complete both the Ad Revenue and Financial calculators to fully understand the financial impact of the scenarios) Exhibit 4: Ad Revenue Calculator TV HH Average Rating Average Viewers (thousands) Average CPM1 Average Revenue/Ad Minute2 Ad Minutes/Week Weeks/Year Ad Revenue/Year Incremental Programming Expense 1 Revenue/Thousand Viewer 2 Calculated by multiplying Average Viewers by Average
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Questions for Week 7 Case: * Fashion Channel Read the Fashion Channel case and answer the questions below. Please note the following additional guidance: The discussion of alternatives indicates that for the first scenario‚ an investment in programming would be required but the case does not indicate how much that might cost. You can either assume that this spending was flat or you can assume an increase. In either case‚ specify your assumption and base your findings on that assumption
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dollars from last year. Background TFC was a successful cable network that was the only one who broadcasted up-to-date news about fashion 24 hours a day‚ 7 days a week It was founded in 1996 It has had consistent and constant growth since the beginning‚ revenue was projected to grow to 310 million dollars in 2006 marking another steady year of growth. The channel was one of the most widely available niche networks reaching 80 million US households (this number represents the number of people
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investing in a major marketing campaign across all clusters‚ awareness and viewing of The Fashion Channel would go up. Cons: Although the broad-based marketing scenario produces a higher net income than the 2007 base‚ the CPM is still $0.20 lower than the current CPM. This $0.20 decrease would take place because TFC’s current target audience would not provide enough maintain the $1.00 CPM. Also‚ because The Fashion Channel would not target a specific audience under this scenario‚ TFC would run the risk that
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Introduction The Fashion Channel was a succesful cable TV network who dedicated solely to fashion and broadcast for 24/7. Founded in 1996 from two entrepreuners‚ this Channel had constant revenue and profit growth above the industry average. Woman between 35 to 54 years were it’s most avid viewers‚ according to its annual demographic survey. Beyond its basic demographics‚ the channel didn’t have much detailed information about it’s viewers nor did it attempt to market to any viewer segments in particular
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Analisis de Caso: The Fashion Channel GE 602 - Profesora Martia Aldarina‚ MCM Grupo 77-Zolis Cruzeta‚ Carmelia Arzuaga‚ Gineza Felici y Nany Vázquete Interpretación de los datos del Mercado del Consumidor posando como Dana Wheeler. La señora Dana Wheeler es la Vice Presidente de Mercadeo del canal de televisión The Fashion Channel (TFC). La señora Wheeler posee amplia experiencia en el area de mercadeo y la industria de publicidad. La empresa TFC contrató a la señora Wheeler para
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Klinefelter’s Syndrome “Harry Fitch Klinefelter specialized in endocrinology and rheumatology (weak bones) and through his studies Klinefelter’s syndrome was described in 1942‚” (Encyclopedia Britannica). The diagnosis of the patient is usually done at a young age through a series of many tests‚ one in which the doctor finds if the patient has two X-Chromosomes and one Y-Chromosome. As a random genetic mishap during the formation of the fetus‚ Klinefelter’s has many symptoms. The treatment is not
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------------------------------------------------- Key Facts full title · The Turn of the Screw author · Henry James type of work · Novella genre · Gothic novel; satire language · English time and place written · 1898‚ England date of first publication · 1898 publisher · Collier’s Weekly narrator · The governess narrates virtually the whole tale in retrospect‚ as she writes it down in a manuscript. The prologue is told by an anonymous narrator who seems educated and of the upper class.
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