Feedback

HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
MASTER THESIS
VIEW 64 | DOWNLOAD 1

La publicité dans le secteur des chaînes télévisées destinées à la jeunesse : le développement de la communication de Disney Channels

Download
Do, Minh-Thi ULiège
Promotor(s) : Dessart, Laurence ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink : http://hdl.handle.net/2268.2/6606
Details
Title : La publicité dans le secteur des chaînes télévisées destinées à la jeunesse : le développement de la communication de Disney Channels
Translated title : [fr] LA PUBLICITÉ DANS LE SECTEUR DES CHAÎNES TÉLÉVISÉES DESTINÉES À LA JEUNESSE : LE DÉVELOPPEMENT DE LA COMMUNICATION DE DISNEY CHANNELS
Author : Do, Minh-Thi ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Dessart, Laurence ULiège
Committee's member(s) : Peiffer, Véronique ULiège
Ghilissen, Michael ULiège
Bossard, Claire 
Language : French
Number of pages : 103
Keywords : [en] non-linear media, children, kids, digital, television industry, advertising
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[en] With the digital development, television faces new forms of supply and consumption of audiovisual content, especially among the youngest generations. As the competition increases and the media habits change, it is crucial for TV channels to assess the scope of such changes on their activities in order to better revise their strategy.
This project thesis aims at delivering a complete analysis of Disney Channels' environment in order to improve its advertising strategy on children, developed by the media agency Havas Media Group. This work starts with a review of the literature regarding kids and their relationship to advertising, followed by digital marketing success factors and techniques toward this audience. However, additional elements such as the market and the competition also impact the advertiser's strategy. Therefore, additional analyses were required to understand and respond appropriately to the forces that shape Disney Channels' environment.
To do so, a complete situation analysis was carried out on the macro and micro environment. More specifically, the entertainment industry, the kids' television channels market and its players as well as the kids segment were examined. Then, the 2019 Disney Channels' advertising campaigns developed by HMG were analyzed. Finally, the main results of these analyses have led to the development of media recommendations aimed at improving future advertising campaigns.


File(s)

Document(s)

File
Access s141731_Minh-Thi_DO_TFE_2019.pdf
Description:
Size: 15.59 MB
Format: Adobe PDF

Author

  • Do, Minh-Thi ULiège Université de Liège > Master sc. gest., à fin.

Promotor(s)

Committee's member(s)

  • Total number of views 64
  • Total number of downloads 1










All documents available on MatheO are protected by copyright and subject to the usual rules for fair use.
The University of Liège does not guarantee the scientific quality of these students' works or the accuracy of all the information they contain.