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9780240807621

Media Promotion & Marketing for Broadcasting, Cable & the Internet

by ;
  • ISBN13:

    9780240807621

  • ISBN10:

    0240807626

  • Edition: 5th
  • Format: Nonspecific Binding
  • Copyright: 2006-01-23
  • Publisher: Routledge

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Summary

Promotion and marketing are key to communicating the attractiveness of media programs and services to audiences. Under its new title, Media Promotion and Marketing, Fifth Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The newest edition of this highly-regarded textbook takes an important, timely look at the newest media venue, the Internet, and takes a fresh look at the industry and the latest strategies for media promotion and marketing.

Table of Contents

Foreword vii
Acknowledgments ix
Detailed Contents xi
1. Promoting the Media: Scope and Goals
1(30)
Susan Tyler Eastman, Douglas A. Ferguson, and Robert A. Klein
2. Marketing Radio
31(28)
Gregory D. Newton
3. Local Television Promotion: News, Syndication, and Sales
59(40)
Douglas A. Ferguson and William J. Adams
4. Management, Research, and Budgeting in Promotion
99(28)
Michael O. Wirth and Ronald J. Rizzuto
5. Designing On-Air, Print, and Online Promotion
127(36)
Susan Tyler Eastman
6. Network Television Promotion
163(28)
Douglas A. Ferguson
7. Cable Marketing and Promotion
191(32)
Robert A. Klein
8. New Media Promotion
223(24)
Steven Masiclat and Robert A. Klein
9. Promotion in Public Television and Radio
247(32)
Robert K. Avery and Mary L. Dickson
10. Global Promotion and Marketing of Television 279(24)
Robert V. Bellamy, Jr., and James B. Chabin
About the Contributing Authors 303(4)
Glossary 307(14)
Selected Bibliography 321(4)
Index 325

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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