Media Promotion & Marketing for Broadcasting, Cable & the Internet

by Susan Tyler Eastman (Editor), Douglas A. Ferguson (Editor), Robert Klein (Editor)

Overview

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.

Product Details

ISBN-13:	9781136024818
Publisher:	Taylor & Francis
Publication date:	11/12/2012
Sold by:	Barnes & Noble
Format:	eBook
Pages:	352
File size:	34 MB
Note:	This product may take a few minutes to download.

About the Author

Susan Tyler, Eastman Douglas A., Ferguson, Robert A. Klein

Table of Contents

Chapter 1 Promoting the Media: Scope and Goals, Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein; Chapter 2 Marketing Radio, Gregory D. Newton; Chapter 3 Local Television Promotion: News, Syndication, and Sales, Douglas A. Ferguson, William J. Adams; Chapter 4 Management, Research, and Budgeting in Promotion, Michael O. Wirth, Ronald J. Rizzuto; Chapter 5 Designing On-Air, Print, and Online Promotion, Susan Tyler Eastman; Chapter 6 Network Television Promotion, Douglas A. Ferguson; Chapter 7 Cable Marketing and Promotion, Robert A. Klein; Chapter 8 New Media Promotion, Steven Masiclat, Robert A. Klein; Chapter 9 Promotion in Public Television and Radio, Robert K. Avery, Mary L. Dickson; Chapter 10 Global Promotion and Marketing of Television, Robert V. Bellamy, Jr., James B. Chabin;

Editorial Reviews

Providing an inside view of each medium the book examines the different audience research methods, budgets, and scheduling, message, and branding efforts employed to keep people tuning in or logging on. The authors have put together an excellent resource guide for media professionals and students seeking to enter this field.-P.G. Kishel, Cypress College, Choice, Feb 2007

From the Publisher