Abstract
ABSTRACT WRDC Television Station, an NBC affiliate television station, is subjected to a preliminary marketing audit after recently being purchased and changing its “call” letters. Even under the new call letters, it is having some difficulty repositioning itself in the minds of viewers because of the reputation of the old station. Under its UHF license, WRDC's signal is not as powerful as the three VHF licensed stations in WRDC's geographical market area. The strength of the signal affects the station's “Reach” which affects such things as: (1) the advertising rate the station can charge and still be competitive, (2) the programming, (3) the ratings and, ultimately, market share. An analysis was conducted on the Marketing Environment; Systems and Strategies; Resources, Information Services, Planning and Control, and Tools and Tactics in an attempt to develop, among others, the recommendations that management should: conduct a marketing-effectiveness rating review, take time to write out a formal marketing plan, set up specific review processes for sales personnel and develop a process for stabilizing prices.
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