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Selling the Niche: A Qualitative Content Analysis of Cable Network Business-to-Business Advertising

In: The International Journal on Media Management, Vol. 6, No. 3&4, 2004.

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Text type:	journal paper
Language:	English
Quality:	double-blind reviewed
Authors:	McDowell, Walter

Abstract:	Aside from battling for the hearts and minds of audiences, cable networks also must compete for the attentionof cable system operators and national advertisers. The purpose of this study was to ascertain how cablenetworks attempt to achieve these objectives using various niche branding strategies revealed throughtheir business-to-business (B2B) advertising. Adopting a merged conceptual framework of niche theory andbrand differentiation, a 10-month qualitative content analysis of over 200 B2B advertisements representing62 national cable networks revealed several recurring strategies for selling the niche.

Citation:	McDowell, Walter(2005): Selling the Niche: A Qualitative Content Analysis of Cable Network Business-to-Business Advertising, in:The International Journal on Media Management, Vol. 6, No. 3&4, 2004., http://www.mediajournal.org/modules/pub/view.php/mediajournal-203, [07/25/2008]
Full text download:	http://www.leaonline.com/doi/pdf/10.1207/s14241250ijmm0603%264_10

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