Media Promotion & Marketing for Broadcasting, Cable & the Internet

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Susan Tyler Eastman (Professor of Telecommunications, Indiana University, Bloomington, Indiana) Douglas A. Ferguson

Media Promotion & Marketing for Broadcasting, Cable & the Internet

Susan Tyler Eastman (Professor of Telecommunications, Indiana University, Bloomington, Indiana), Douglas A. Ferguson, Robert Klein

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English

Routledge
29 October 2015

Sales & marketing; Radio & television industry

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.

Edited by: Susan Tyler Eastman (Professor of Telecommunications Indiana University Bloomington Indiana), Douglas A. Ferguson, Robert Klein
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 5th edition
Dimensions: Height: 229mm, Width: 152mm, Spine: 21mm
Weight: 453g
ISBN: 9781138168671
ISBN 10: 113816867X
Pages: 350
Publication Date: 29 October 2015
Audience: Professional and scholarly , College/higher education , Undergraduate , Primary
Format: Hardback
Publisher's Status: Active

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.

Susan Tyler, Eastman Douglas A., Ferguson, Robert A. Klein

Reviews for Media Promotion & Marketing for Broadcasting, Cable & the Internet

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