Promotion & Marketing for Broadcasting & Cable, Third Edition - Softcover

Softcover

ISBN 10: 0240803426 ISBN 13: 9780240803425

Publisher: Focal Press, 1999

Synopsis

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, Cable and the Web, Fourth Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The third edition of this highly-regarded textbook was updated to encompass the immense structural, technological, and economic changes in the industry since the early 1990s. The role of the World Wide Web and of global and international promotion and marketing were introduced to bring the most current theory and practice to students and media professionals. The fourth edition brings the ever-evolving mission of the web into even greater focus with a new chapter on internet commerce and competition, and the widespread use if the internet as an advertising medium.
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.

Promotion and Marketing for Broadcasting, Cable and the Web has been endorsed by Promax, the national association for marketing executives in electronic media. Promax has provided a companion video for classroom use, containing examples of the many ways in which the media promote themselves.
Professional as well as academic use
New chapter on internet commerce and competition
Endorsed by Promax, the national association of marketing executives in electronic media

About this title

From the Publisher:

Promotion and marketing are key to communicating the attractiveness of media goods and services to the public. The topics covered in this text regarding global and international marketing helps this book bring the most current theory and practice to students and experienced media professionals alike. Among topics covered in this text are: goals of promotion; research in promotion; on-air, print and web message design; research and budgeting for promotion; syndicated program marketing

About the Author:

Susan Eastman is Professor of Telecommunications, Indiana University, Bloomington, Indiana

About this edition

• Publisher: Focal Press
• Publication date: 1999
• ISBN 10: 0240803426
• ISBN 13: 9780240803425
• Binding: Paperback
• Edition number: 3
• Number of pages: 264
• Editor: Eastman Susan Tyler, Ferguson Douglas A., Klein Robert