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, Jan 1, 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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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
CHAPTER 9 Promotion in Public Television and Radio
CHAPTER 10 Global Promotion and Marketing of Television
About the Contributing Authors
Selected Bibliography

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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.

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