12CHAPTER |
First, You Need A Plan |
It is impossible to know where you are going unless you know where you are. The best way to discover where you are is to research, research, and research. Specific research techniques are discussed extensively in Chapter 10, “Measuring TV Brand Equity.”
A management team committed to moving its station forward will first make an exhaustive review of the following:
The product
The audience available for that product
The sales potential for that product
A time-tested way of reviewing your plan is the ...
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