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

Focal Press
23 January 2006

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: Focal Press
Country of Publication: United Kingdom
Edition: 5th edition
Dimensions: Height: 229mm, Width: 152mm, Spine: 18mm
Weight: 1.100kg
ISBN: 9780240807621
ISBN 10: 0240807626
Pages: 350
Publication Date: 23 January 2006
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

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