Efektywna promocja własna jako źródło wizerunkowego sukcesu organizacji medialnej – na przykładzie TVN S.A.

Effective self-promotion as a source of image success of a media organization – based on the example of TVN S.A.

Abstract

TVN is certainly one of the most important media organizations in Poland whose action from the very beginning has been characterized by high innovation: both in programming, and its approach to promotional strategy. It often initiated interesting branding solutions, thus becoming an inspiration to other media-market players. In this article I show how skillfully conducted promotional activities affect the image (understood as the success of the entire organization). I focus primarily on the areas of strength and brand recognition. I also present the real achievements of the station and the most important promotional techniques, used by TVN in order to create a strong position in the industry. I confirm the thesis about multi-channel media promotion. It is even possible to observe the convergence of this phenomenon, in which multiple techniques integrate, combine, merge and complement each other, creating a coherent
vision of the company and its image. What's more, each receives promotional support from the "four P" of media marketing: product, price, distribution and promotion.