Authors: Susan Tyler Eastman (Editor), Douglas A. Ferguson (Editor), Robert Klein (Editor), Robert A. Klein
ISBN-13: 9780240807621, ISBN-10: 0240807626
Format: Paperback
Publisher: Elsevier Science
Date Published: January 2006
Edition: 5th Edition
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing.
The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. Topics include: goals of promotion; research in promotion; on-air, print, and Web message design; radio promotion; television network and station promotion and new campaigns; non-commercial radio and television promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing; and online marketing and promotion.
*The Glossary is back!
*Learn how to build a TV/cable/radio/Internet audience
*Understand streaming media as a powerful promotion tool
1 | Promoting the media : scope and goals | 1 |
2 | Marketing radio | 31 |
3 | Local television promotion : news, syndication, and sales | 59 |
4 | Management, research, and budgeting in promotion | 99 |
5 | Designing on-air, print, and online promotion | 127 |
6 | Network television promotion | 163 |
7 | Cable marketing and promotion | 191 |
8 | New media promotion | 223 |
9 | Promotion in public television and radio | 247 |
10 | Global promotion and marketing of television | 279 |