Research in Media Promotion

by Eastman,Susan Tyler

• ISBN13: 9780805833829
• ISBN10: 080583382X
• Edition: 1st
• Format: Hardcover
• Copyright: 2000-08-01
• Publisher: Routledge

Summary

This is the first book to examine research on the promotion of television and radio programs. On-air and print promotion share characteristics with advertising messages and with programming, but promotion occupies a special place in industry and in theory. Each chapter in this volume includes an extensive review of the literature, an original study of some aspect of promotion, and an extended discussion of questions that should be explored in subsequent research. This structure makes the book ideal for stimulating additional research studies by graduate students.The book provides both a broad background in the opening chapters and specific applications to particular media. After an orienting chapter, the chapter topics in Part I include theory, structure and content, sex and violence in promotion, and media branding. Part II contains applications to the specific media of children's television, sports, news, movies, radio, and the Internet.Presenting current research and theory in media promotion and exploring future directions, this book: -- provides discussions of several theories that can be utilized to explain the impact of promotion, suitable for elucidation in subsequent studies, -- features extended reviews of the literature in 10 areas, -- contains nine original studies exploring different kinds of promotion, using widely diverse methods and approaches, -- supplies a wealth of ideas for follow-up studies and suggestions of new areas for exploration, -- includes many table bar graphs, and pie charts illustrating the findings -- suitable for reproduction on overhead transparencies or in Power Point for class discussion, and-- presents an extendedbibliography in each chapter, reaching into the scholarly advertising and marketing literatures, the academic programming literature, and the industry's trade reports and articles.

Table of Contents

Preface	viii
Author Biographies	ix
PART I Introduction to Research About Promotion
Orientation to Promotion and Research	3	(16)
Susan Tyler Eastman
Applying Theory to the Practice of Promotion	19	(36)
Elizabeth M. Perse
Structure and Content in Promotion Research	55	(46)
Susan Tyler Eastman
Paul D. Bolls
Sex and Violence in Program Promotion	101	(26)
James R. Walker
Television Branding as Promotion	127	(36)
Robert V. Bellamy, Jr.
Paul J. Traudt
PART II Applications of Research in Promotion
Promotion in Children's Programming	163	(40)
Walter Gantz
Nancy C. Schwartz
Promotion In and About Sports Programming	203	(28)
Susan Tyler Eastman
Andrew C. Billings
Promotion of Theatrical Movies	231	(34)
William J. Adams
Charles A. Lubbers
Television Newscast Promotion and Marketing	265	(32)
Joseph G. Buchman
Promotion of Radio	297	(26)
Gregory D. Newton
Robert F. Potter
Online Program Promotion	323	(26)
Douglas A. Ferguson
Author Index	349	(10)
Subject Index	359