”Show us your moves”

trade rituals of television marketing

Paul Grainge, Catherine Johnson

Research output: Contribution to journalArticle

Abstract

Purpose
– The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.

Design/methodology/approach
– In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.

Findings
– Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.

Originality/value
– The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.
Original languageEnglish
Pages (from-to)126-138
Number of pages12
JournalArts and the Market
Volume5
Issue number2
DOIs
Publication statusPublished - 2015
Externally publishedYes

Fingerprint

Marketing
Industry
Art
Workers
Design methodology
Participant observation
Cultural practices

Cite this

@article{c9d29f0e3bd24ea5bf9ae6bc2965c825,
title = "”Show us your moves”: trade rituals of television marketing",
abstract = "Purpose– The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.Design/methodology/approach– In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.Findings– Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.Originality/value– The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.",
keywords = "production culture, Promax, Promos, television marketing, trade awards, trailers",
author = "Paul Grainge and Catherine Johnson",
year = "2015",
doi = "10.1108/AAM-06-2014-0022",
language = "English",
volume = "5",
pages = "126--138",
journal = "Arts and the Market",
issn = "2056-4945",
publisher = "Emerald",
number = "2",

}

”Show us your moves” : trade rituals of television marketing. / Grainge, Paul; Johnson, Catherine.

In: Arts and the Market, Vol. 5, No. 2, 2015, p. 126-138.

Research output: Contribution to journalArticle

TY - JOUR

T1 - ”Show us your moves”

T2 - trade rituals of television marketing

AU - Grainge, Paul

AU - Johnson, Catherine

PY - 2015

Y1 - 2015

N2 - Purpose– The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.Design/methodology/approach– In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.Findings– Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.Originality/value– The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

AB - Purpose– The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.Design/methodology/approach– In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.Findings– Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.Originality/value– The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

KW - production culture

KW - Promax

KW - Promos

KW - television marketing

KW - trade awards

KW - trailers

U2 - 10.1108/AAM-06-2014-0022

DO - 10.1108/AAM-06-2014-0022

M3 - Article

VL - 5

SP - 126

EP - 138

JO - Arts and the Market

JF - Arts and the Market

SN - 2056-4945

IS - 2

ER -