Co-op marketing arrangements: a descriptive study of perceptions held by television stations in the top-20 U.S. markets and first-run television syndicators
MacDonald, Brenda Leigh
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This study will discover the opinions and perceptions of co-op marketing programs held by television stations and first-run television syndicators and will further investigate the differences and similarities in their opinions. This research will help both stations and syndicators know what improvements their industry peers perceive as necessary and what marketing media and materials they find to be the most useful. In general, the researcher believes the current industry conditions, coupled with the mutually dependent relationships of these two parties, provide a starting point as well as a research focus for the examination of the perceptions of co-op marketing. In addition, with such industry information, syndicators and stations alike can improve the promotional services they provide. As one respondent replied, "In an ideal world, syndicators would have a productive partnership with the stations."