Research in media promotion / edited by Susan Tyler Eastman.

Format:

Book

Contributor:

Eastman, Susan Tyler.

Harry E. Humphreys Book Fund.

Series:

LEA's communication series

Language:

English

Subjects (All):

Advertising--Television programs--United States.

Advertising.

Advertising--Television programs.

United States.

Physical Description:

xiii, 365 pages : illustrations ; 23 cm.

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum Associates, 2000.

Summary:

Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs. The studies included here explore various types of promotion and use widely differing methods and approaches, providing a comprehensive overview of promotion research activities. Chapters include extensive literature reviews, original research, and discussion of research questions for subsequent study. "Research in Media Promotion" serves as a benchmark for the current state of promotion research and theory, and establishes the role of promotion as a primary factor affecting audience size. Appropriate for coursework and study in programming, marketing, research methods, management, and industry processes and practices, this volume offers agenda items for future study and is certain to stimulate new research ideas.

Contents:

1 Orientation to Promotion and Research / Susan Tyler Eastman 3

2 Applying Theory to the Practice of Promotion / Elizabeth M. Perse 19

3 Structure and Content in Promotion Research / Susan Tyler Eastman, Paul D. Bolls 55

4 Sex and Violence in Program Promotion / James R. Walker 101

5 Television Branding as Promotion / Robert V. Bellamy, Jr., Paul J. Traudt 127

Part II Applications of Research in Promotion

6 Promotion in Children's Programming / Walter Gantz, Nancy C. Schwartz 163

7 Promotion In and About Sports Programming / Susan Tyler Eastman, Andrew C. Billings 203

8 Promotion of Theatrical Movies / William J. Adams, Charles A. Lubbers 231

9 Television Newscast Promotion and Marketing / Joseph G. Buchman 265

10 Promotion of Radio / Gregory D. Newton, Robert F. Potter 297

11 Online Program Promotion / Douglas A. Ferguson 323.

Notes:

A collection of 11 original studies.

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the Harry E. Humphreys Book Fund.

ISBN:

080583382X

OCLC:

43114292