Media Promotion & Marketing for Broadcasting, Cable & the Internet [NOOK Book]

Overview

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 ...
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Media Promotion & Marketing for Broadcasting, Cable & the Internet

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Overview

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.

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. Take a fresh look at the industry and the latest strategies for media promotion and marketing

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Editorial Reviews

From the Publisher
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
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Product Details

  • ISBN-13: 9781136024818
  • Publisher: Taylor & Francis
  • Publication date: 6/20/2014
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 5
  • Pages: 352
  • File size: 10 MB

Table of Contents

1 Promoting the media : scope and goals 1
2 Marketing radio 31
3 Local television promotion : news, syndication, and sales 59
4 Management, research, and budgeting in promotion 99
5 Designing on-air, print, and online promotion 127
6 Network television promotion 163
7 Cable marketing and promotion 191
8 New media promotion 223
9 Promotion in public television and radio 247
10 Global promotion and marketing of television 279
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