Title 5FM : youth radio in the digital age / Russell Abratt, (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa), Justine Cullinan, (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa)

Published Bingley, U.K. : Emerald Publishing Limited, 2017 ♭2017

Online access available from: Emerald Emerging Markets    View Resource Record

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Description 1 online resource (6 pages) : 20 illustrations Series Emerald emerging markets case studies, 2045-0621 ; volume 7, issue 2 Summary In December 2015, Justine Cullinan, station manager of 5FM - a commercial, national music-radio station - reviewed the listenership and revenue figures for the year. When she took over as station manager in October 2014, 5FM had been through a three-year period of sharply declining listenership and revenue. Since then, by growing 5FM's online community and adjusting the station's overall strategy, the tide of decline had slowed. 5FM's limited marketing budget prevented it from attracting listeners through traditional marketing avenues. Cullinan wondered how she could grow audiences and revenue and forge a new way for radio to benchmark success in a world where online communities were ever more important Notes At the end of this case, students will understand the following concepts: brand awareness; brand promise; brand communication; and brand revitalisation strategies Teaching Notes are available for educators only. Please contact your library to gain login details Includes index Bibliography Includes index and bibliographical references Audience The study is applicable to post-graduate brand management course and post-graduate marketing management course Subject Branding (Marketing) -- Case studies Marketing -- Management -- Case studies Radio stations -- Case studies Business & Economics -- Marketing -- General. Sales & marketing. Genre/Form Case studies. Form Electronic book Author Cullinan, Justine, author

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