Media Promotion and Marketing for Broadcasting, Cable, and the Internet

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Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein
Taylor & Francis, 2006 - Business & Economics - 335 pages
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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!
*Reorganization of chapters with a closer focus on new media
*Management and new media chapters now in first section of the book
*Streaming media evaluated as a powerful promotion tool
*Many more illustrations
 

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Contents

Scope and Goals
1
CHAPTER 2 Marketing Radio
31
News Syndication and Sales
59
CHAPTER 4 Management Research and Budgeting in Promotion
99
CHAPTER 5 Designing OnAir Print and Online Promotion
127
CHAPTER 6 Network Television Promotion
163
CHAPTER 7 Cable Marketing and Promotion
191
CHAPTER 8 New Media Promotion
223
CHAPTER 9 Promotion in Public Television and Radio
247
CHAPTER 10 Global Promotion and Marketing of Television
279
About the Contributing Authors
303
Glossary
307
Selected Bibliography
321
Index
325
Copyright

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About the author (2006)

Susan Tyler Eastman is a professor in the Department of Telecommunications at Indiana University. She earned her BA from the University of California, her MA from San Francisco State University, and her PhD from Bowling Green State University.

Douglas A. Ferguson is Professor and Program Director of the Graduate Certificate Program in the Department of Communication, College of Charleston. He also served as editor-elect of the JOURNAL OF RADIO STUDIES from 2005 through 2008. Dr. Ferguson earned a bachelor's and master's degree from the Ohio State University and his doctorate from Bowling Green State University.

For more than forty years Robert Klein has entertained audiences. He has had an acclaimed career in comedy, on Broadway, on television, and in film. Born in the Bronx, he was a member of the famed Second City theatrical troupe in Chicago in the 1960s. Twice he was nominated for the Grammy Award for Best Comedy Album of the Year: "Child of the Fifties" (1973) and "Mind Over Matter" (1974). He received a Tony Award nomination for Best Actor and won a Los Angeles Drama Critics Circle Award for his performance in the hit Neil Simon musical "They're Playing Our Song" in 1979. In 1993, Klein won an Obie and the Outer Critics Circle Award for Outstanding Performance by an Actor in Wendy Wasserstein's "The Sisters Rosensweig." In 1975, Klein was the first comedian to appear in a live concert on Home Box Office. He has done seven one-man shows for HBO. He was a star of the hit NBC series "Sisters" and has made more than 100 appearances on "The Tonight Show" and "The Late Show with David Letterman." Notable films include "Hooper, The Owl and the Pussycat, Two Weeks Notice, " and "How to Lose a Guy in 10 Days.

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