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Table Of Contents

1.Introduction
1.1 AFP – An Introduction
1.2 Definition of AFP phenomenon
1.3 Purpose and success factors
1.4 Research methodology and process
1.4.1 Primary data
1.4.2 Secondary data
1.4.3 Mini Cases
1.4.4 Reliability and validity
1.4.5 Source of criticism
2. THEORY
2.1 Choice of theories
2.2 Business-to-Business theories
2.2.1 Business network
2.2.2 Functions of business relationships
2.2.3 Value Chain and Value-creating Networks
2.3 Business-to-Consumer theories
2.3.1 Choice of media and frequency
2.3.2 Television content as the message
2.3.3 Attitude
2.3.4 Customer Satisfaction, Engagement and Loyalty
3. TV Advertising
3.1 Current situation
3.1.1 Types of traditional TV ads
3.1.2 Product placement
3.2 The traditional business model in TV ads
4. AFP - NEW TYPE OF TV AD, NEW TYPE OF TV SHOW
4.1Brief history of advertiser-funded programming
4.2 AFP’s characteristics
4.3 The main actors involved in AFP
4.3.1 The Advertiser
4.3.2 The TV Channel
4.3.3 The Media Agency
4.3.4 The Production Company
4.4 Type of productions
4.4.1 Most popular TV format
5. BEYOND THE AFP – STRATEGIES
5.1 The value constellation in AFP
5.1.1 Partnership’s characteristics
5.1.2 Partnership and network’s goals
5.2 The TV show as a spin-off
5.2.1 The off-air activities
5.3 Implications and suggestion for a better network strategy
6. EFFECTIVENESS IN AFP
6.1 Content and engagement
6.1.1 Content to increase customer satisfaction and retention
6.1.2 The value of qualitative content
6.2 Engagement and Brand Experience
6.2.1 Emotional connection
6.2.2 Experience economy in AFP
6.2.3 From the experience to loyalty
6.3 Implications and suggestions to increase engagement and loyalty in AFP
7. FUTURE PROSPECTS AND POSSIBLE DRAWBACKS OF AFP
7.1 Social and educational prospective of AFP
7.2 Product placement; will it help AFP to grow?
7.3 Problem of measurement
8. CONCLUSIONS
8.1 Partners’ network and value constellation is at the core of AFP
8.2 Consumers’ involvement as a way to increase engagement and loyalty
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AFP study

AFP study

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Published by Pravin Kumar

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Published by: Pravin Kumar on Aug 10, 2012
Copyright:Attribution Non-commercial

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10/11/2013

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