Cnn Marketing Plan

Turner Broadcasting System, Inc.

CNN and CNN2

Fiscal 1982 Marketing Plan

Customer Analysis

CNN has two types of customers: cable subscribers to CNN which is currently at 10.7 million and companies that uses CNN and CNN2 for advertisements which is currently at 161 national advertisers. As of 1979 there are ~85.6 million customers in the market but 74.9 million potential CNN subscribers.

The market demanded a news system that did not require customers to revolve around the news system but quite the opposite. Customers demanded to be aware of events that are going on anytime without sacrificing. Customers have obligations such as jobs, family and other activities they must attend to but these obligations is known to conflict with the current news system where news was only available during the evenings. To meet the demand of the customer Turner introduced CNN in 1979. CNN consist of 24 hours of up-to-date news that is designed to meet the demand of the busy customer. The market demands a system where the customer can voice their opinion about issues going on in the world. To meet this demand, CNN introduced The Freeman Report. The Freeman Report dedicates an hour of broadcasting so that customer can call in to ask different questions about topics that concern them. There will always be a need in the advertising market for more customers. CNN offers an increasingly number of customers to advertisers at a rate of 5.3 million per year. Advertisers seek to capture the homogeneous segment and CNN offers such segment by offering advertisers an upscale and homogenous audience, an offering that CNN competitors currently do not offer.

The customer would seek information on the offering to help determine if he or she will by the offering. This information can be sought after through newspaper and magazine articles, advertisement in newspapers and magazines, word of mouth, radio stations, television programming advertisements, bill boards, flyers, and individual...