Media Promotion and Marketing for Broadcasting, Cable, and the Internet
Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein
Taylor & Francis, 2006 - Business & Economics - 335 pages
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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Scope and Goals
CHAPTER 2 Marketing Radio
News Syndication and Sales
CHAPTER 4 Management Research and Budgeting in Promotion
CHAPTER 5 Designing OnAir Print and Online Promotion
CHAPTER 6 Network Television Promotion
CHAPTER 7 Cable Marketing and Promotion
CHAPTER 8 New Media Promotion
Other editions - View all
Adam Curry advertising affiliates appear Arbitron audience basic billboard brand broadcast and cable broadcast networks budget bugs cable channels cable networks cable systems campaign Chapter co-op Comcast Comedy Central commercial companies competing competition create cross-promotion demographic e-mail effective example format global goal graphics groups Hallmark Channel identify increase Internet listeners logo major newscast newspapers Nickelodeon Latin America offer on-air promotion operators percent permission podcast potential prime-time program guides program promotion promotion and marketing promotion directors promotion manager promotional messages public radio public television radio stations ratings revenue sales promotion schedule screen sell shows specific station’s strategy subscribers syndicated target Telemundo television stations theme tion trade tune-in TV Guide users usually vectors Viacom viewers watch websites wordmark WTIU