Review: An Internship in the Marketing and Sales Department of B. Z. Newspaper, Berlin

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Abstract This paper is a personal review of an internship in the marketing and sales department of B.Z. Berlin (a tabloid newspaper based in Berlin). The paper reviews how my capacities in those department help satisfy the 4Ps (promotion, price, placement, and product) of marketing. Different components of the marketing mix exhibited in my duties included creating a balance of salacious with genuinely positive and heart-warming news; creating cash giveaways to generate regular readership; diffusing criticism of the tabloid industry through balanced reporting of positive news; and encouraging advertisers to buy space in both the online and the print version of the tabloid. The paper also uses the 'The Paradigm of Survival,' to analyze the tabloid's marketing mix. This theory stresses the need for all products to be marketed based upon their ability to satisfy basic human needs, such as sexual desire, fear, or security. As well as personal reflections the paper contains analysis of the current state of the news industry and the challenges of coping with a world in which papers must compete for readers and advertising revenue both online and in print. KEYWORDS: tabloid, 4Ps, Paradigm of Survival; Marketing Mix; Newspaper Industry Internship review: The marketing and sales department of B.Z. Berlin While interning at the marketing and sales department at B.Z. Berlin (a tabloid newspaper in Berlin), I was able to gain an insider's view of how both print and digital

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