Promotion and marketing for broadcasting, cable, and the Web / 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, 274 pages : illustrations ; 24 cm

Edition:

Fourth edition.

Place of Publication:

Boston : Focal Press, [2002]

Summary:

Promotion and marketing are the keys to capturing and retaining media audiences and web users. Promotion and Marketing for Broadcasting, Cable, and the Web, Fourth Edition explores the scope and goals of media promotion from the perspectives of network and local television, cable, and radio, including public broadcasting. The addition of a chapter on Internet marketing, branding, and competition updates the fourth edition of this highly regarded textbook. The new material outlines the structural, technical, and economic changes in the online industry, particularly as they affect promotion by new and traditional media companies.

This book continues to bring the most current theory and practice to students and media professionals, as confirmed by its continuing endorsement by PROMAX International. The fourth edition discusses the widespread use of the web as a medium for promoting over-the-air programs and building brand extensions, as well as its growth as a new online communication medium with unique characteristics. This book offers readers a thorough grounding in the process of audience building for media, and in the dynamics of those audiences via the use of promotion and marketing for radio, television, and the web.

Topics covered in this text include: goals of promotion; research in promotion; on-air, print, and web message design; radio promotion; television network and station promotion and news 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. PROMAX&BDA president and CEO Glynn Brailsford has contributed a new foreword to this edition.

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

11 Internet Marketing and Promotion / Robert A. Klein, Stephen Masiclat 233.

Notes:

Includes bibliographical references (pages 259-263) and index.

ISBN:

024080497X

OCLC:

47254185