Brown Bag Discussion - Erik Bucy, Ph.D. and Regents Professor of Strategic Communication





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Published on Mar 11, 2014

Erik Bucy, Ph.D. and Marshall and Sharleen Formby Regents Professor of Strategic Communication
Discussion Title: Branding television that's good for you: Strategic advice and media insights for a hidden campus treasure

Abstract:This presentation walks through the process of planning and executing an original brand study for KTTZ-TV, PBS Channel 5 for Lubbock and surrounding areas, within the context of a graduate level seminar on integrated communication campaigns. In preparation for the project, interim station General Manager Robert Giovannetti outlined current challenges confronting the station and students responded with study suggestions and show ideas. An original survey was then fielded to current and former station members and Texas Tech students who had some familiarity with the station (total N = 425). This talk will review the process by which the study was conducted, highlight key findings and insights from the study, and shed light on how Lubbock residents and TTU students feel about the station—noting the marked differences in perception between younger and older viewers.

Find out more at http://www.depts.ttu.edu/comc/brownbag/

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