Promotion and marketing for broadcasting and cable / edited by Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein.

Format:

Book

Contributor:

Eastman, Susan Tyler.

Klein, Robert A., 1928-

Ferguson, Douglas A.

Language:

English

Subjects (All):

Television broadcasting--Marketing.

Television broadcasting.

Radio broadcasting--Marketing.

Radio broadcasting.

Cable television--Marketing.

Cable television.

Physical Description:

xiii, 248 pages : illustrations ; 24 cm

Edition:

Third edition.

Place of Publication:

Boston : Focal Press, [1999]

Summary:

Promotion and marketing are key to communicating the attractiveness of media goods and services to the public in a free society. Promotion and Marketing for Broadcasting and Cable, Third Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The latest edition of this highly-regarded textbook has been updated to encompass the immense structural, technological, and economic changes in the industry since the early 1990s. New emphasis on the role of the World Wide Web and on global and international promotion and marketing helps this book bring the most current theory and practice to students and experienced media professionals alike.

Other topics covered in this book include: goals of promotion; research in promotion; on-air, print, and web message design; radio promotion, TV network and station promotion, and news campaigns; noncommercial radio and TV promotion; cable marketing and promotion; research and budgeting for promotion; and syndicated program marketing.

Contents:

1 Marketing the Media: Scope and Goals / Douglas A. Ferguson, Susan Tyler Eastman, Robert A. Klein 1

2 Designing On-Air, Print, and On-Line Promotion / Susan Tyler Eastman 29

3 Commercial Radio Promotion / Joseph G. Buchman 55

4 Network Television Promotion / Douglas A. Ferguson 79

5 Local Station Television Promotion / Douglas A. Ferguson, Bradley A. Moses 97

6 Cable Marketing and Promotion / Randy D. Jacobs, Robert A. Klein 127

7 Promotion in Public Television and Radio / Robert K. Avery, Suzann Mitten Owen 153

8 Management, Research, and Budgeting in Promotion / Michael O. Wirth, Ronald J. Rizzuto 175

9 Marketing to Affiliates, Buyers, and Advertisers / William Jenson Adams 195

10 Global Promotion and Marketing of Television / Robert V. Bellamy, Jr., James B. Chabin 211.

Notes:

Rev. ed. of: Promotion & marketing for broadcasting & cable.

Includes bibliographical references and index.

ISBN:

0240803426

OCLC:

40588441