Media Promotion & Marketing for Broadcasting, Cable & the Internet

5th Edition

Authors:

  • Robert Klein
  • Douglas A. Ferguson
  • Susan Tyler Eastman
  • Description

    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.

    Key Features

    *The Glossary is back! *Learn how to build a TV/cable/radio/Internet audience *Understand streaming media as a powerful promotion tool

    Readership

    Student: Primary text for undergraduate-level college students in courses on promotion and marketing for electronic media, which includes broadcast TV, cable TV, and Web programming. Secondary text for sales and management students in electronic media. Professional: Sales, promotion and marketing staff at broadcast organizations.

    Table of Contents

    1: Promoting the Media, Scope & Goals 2: Commercial Radio Production 3: Local TV Station Promotion, News, Syndication and Sales 4: Management, Research and Budgeting for Production 5: Designing Promotional Messages 6: Network TV Promotion 7: Cable TV Promotion 8: New Media Promotion 9: Promotion in Public TV and Radio 10: Global Marketing and Promotion of TV. Glossary.

    Details

    No. of pages:
    352
    Language:
    English
    Copyright:
    © 2006
    Published:
    Imprint:
    Focal Press
    Print ISBN:
    9780240807621
    Electronic ISBN:
    9780080473437

    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