Cheremnykh I. The TV marketing in Ukraine: development and strategy

There is a complex research of tendencies and strategies of the TV marketing in Ukraine have been conducted for the first time in this dissertation. The comparison characteristic of the highly rating TV companies has been carried out with the help of the quantitative method of the audience researches and of the content analysis of the contents units of the TV promotion. The function of promotion was put out from the general functions of marketing and TV, and this function is uniting and plays a significant role in TV marketing process. A model of TV marketing was developed and the discriminate analysis of the TV audience was carried out, by which the classification of excluding of family audiences in mass media in the form of division into the groups of influence: dominant and sub-dominant was used. A new functional-structural method of the TV promotion classification, and the concept of marketing strategies for Ukrainian TV, and namely "programming maneuvering" were offered and they are the determining factors of the effectiveness of domestic TV companies activity.