This is when normal people take vacation, but in the network TV marketing business, summer is our most intense period.
From May 16 when we announce the new fall schedule at our Upfront presentation to September 24, premiere week, we are laser focused on one thing: launching our new shows.
The process starts with watching pilots, meeting with producers and programmers, listening to research findings, and then translating all that into the science and art of entertainment marketing campaigns.
On-air promotional spots, print ads (see my previous blog post) radio spots, billboards, digital campaigns, interactive displays -- you name it, we're doing it. And there's as much strategy in the media that we buy as there is in the ad creative itself.
Watch the show previews on CBS.com.
What's the "secret sauce" at CBS? We're a tight-knit and totally integrated team. Programming, marketing, publicity, and research -- we all work together focused on our message and on our marketing strategy. And when it comes to the constantly changing world of tech, we all understand th... [Read more]
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