×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Research in Media Promotion
     

Research in Media Promotion

by Susan Tyler Eastman
 

See All Formats & Editions

ISBN-10: 080583382X

ISBN-13: 9780805833829

Pub. Date: 08/01/2000

Publisher: Taylor & Francis

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

Overview

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.

Product Details

ISBN-13:
9780805833829
Publisher:
Taylor & Francis
Publication date:
08/01/2000
Series:
Routledge Communication Series
Edition description:
New Edition
Pages:
384
Product dimensions:
6.00(w) x 9.00(h) x 1.00(d)
Lexile:
1490L (what's this?)

Table of Contents

Contents: Preface. Part I: Introduction to Research About Promotion. S.T. Eastman, Orientation to Promotion and Research. E.M. Perse, Applying Theory to the Practice of Promotion. S.T. Eastman, P.D. Bolls, Structure and Content in Promotion Research. J.R. Walker, Sex and Violence in Program Promotion. R.V. Bellamy Jr., P.J. Traudt, Television Branding as Promotion. Part II: Applications of Research in Promotion. W. Gantz, N.C. Schwartz, Promotion in Children's Programming. S.T. Eastman, A.C. Billings, Promotion in and About Sports Programming. W.J. Adams, C.A. Lubbers, Promotion of Theatrical Movies. J.G. Buchman, Television Newscast Promotion and Marketing. G.D. Newton, R.F. Potter, Promotion of Radio. D.A. Ferguson, Online Program Promotion.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews