Pierce, K, Week 4

Hey bloggers! Almost done with the term, it is crazy how fast the year went by. Another exciting week for our class. The week was filled with much adventure and learning experiences.

Beginning with our experiential learning experiences, the week started off by going to Community Broadcasters, right in Elmira. During the presentation I learned there is a whole media outlet that I have never known before right in Elmira. Community Broadcasters is more than just radio, they produce short and long term multimedia marketing strategies through broadcast radio, and print and digital entertainment. The company also produces and markets 30 minuet local broadcast radio business infomercials along with full market analysis, this is important for Community Broadcasters to take advantage of due to “93% of U.S. adults 18 and older listen to radio every week—more than those watching television or using a smartphone, TV connected device, tablet or PC” (How America Listens, 2018).

Image Credit by Kacie Pierce 

Next, on Wednesday we again stayed local and continued with the theme of entertainment media and visited WETM TV. Ms. Lisa began our tour by taking us into the sales area. Here she discussed the foundation and main goal of the company to make a profit. They accomplish that by selling commercials. These commercials range from large, nation-wide businesses all the way down to local. In order to understand the demographics of the surrounding area, WETM uses a program called Nielsen, “a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide” (Nielsen, 2018). It is important to understand the surrounding data “Audience measurement is critical to the advertiser since they want to know the size and characteristics of the audience they are reaching when they buy time on a particular program. Audience size and composition are important to the network or station as these figures determine the amount they can charge for commercial viewing time. Programming decisions are made on the basis of audience size and composition” (Belch & Belch, 2017). 

Image Credit by Kacie Pierce 

Image Credit by Kacie Pierce 

The last but not least trip we made this week and the end of the term was to Tioga Downs Casino Resort! To understand the casino, I learned that is was originally a horse track race until 2005, when Mr. Jeff Gural bought it and on June 9th of 2006 Tioga Downs Casino opened offering harness racing, simulcast betting, and over 800 video lottery terminals. Then in 2016 Tioga become a full blown casino and then the following year, a hotel was added creating the Tioga Downs Resort, “The U.S. casino market has grown from $66 billion in revenue before the recession to more than $71 billion last year, according to data from the compiled by the Center for Gaming Research at the University of Nevada Las Vegas” (Cooper, 2016). The casino industry is growing, and is a key section in the entertainment marketing industry. 

Image Credit by Kacie Pierce

Image Credit by Kacie Pierce 

To end the week we had four people present on the readings that further talked about marketing in the entertainment industry. This week was full of fun and great learning experiences and I am glad that I was able to experience all of them!! 

Until next week! 
Kacie Pierce '21