Media Promotion & Marketing for Broadcasting, Cable & the Internet

5th Auflage
ISBN: 978-0-240-80762-1
Verlag: Taylor & Francis Ltd (Sales)

Buch, Englisch, 350 Seiten, Format (B × H): 161 mm x 229 mm, Gewicht: 558 g

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.

Zielgruppe

Student: Primary text for undergraduate-level college students in courses on promotion and marketing for electronic media, which includes broadcast TV, cable TV, and Web programming. Secondary text for sales and management students in electronic media. Professional: Sales, promotion and marketing staff at broadcast organizations.

Autoren/Hrsg.

Eastman, Susan Tyler

Ferguson, Douglas a

Klein, Robert

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Radio- und Fernsehindustrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Technische Wissenschaften Elektronik | Nachrichtentechnik Nachrichten- und Kommunikationstechnik

Inhaltsverzeichnis

1: Promoting the Media, Scope & Goals 2: Commercial Radio Production 3: Local TV Station Promotion, News, Syndication and Sales 4: Management, Research and Budgeting for Production 5: Designing Promotional Messages 6: Network TV Promotion 7: Cable TV Promotion 8: New Media Promotion 9: Promotion in Public TV and Radio 10: Global Marketing and Promotion of TV. Glossary.

Über Autor(innen)

Susan Tyler, Eastman Douglas A., Ferguson, Robert A. Klein