Provides students with current information on the techniques and strategies used in the programming industry. This text covers all aspects of media programming for broadcast and cable TV, radio and the Internet, from selection of units of content, scheduling, and promotion to advertisers and audiences.
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 ...
In this revision of the market-leading text, Susan Eastman and Douglas Ferguson, two noted scholars and experts in the area of broadcast programming, provide students with the most accurate and current information on the techniques and strategies used in the programming industry. The text has helped professors teach this course with clear current ...
This collection examines research on the promotion of television and radio programmes. On-air and print promotion share characteristics with advertising messages and with programming, but promotion occupies a special place in industry and in theory. Each chapter in this volume includes an extensive review of the literature, an original study of ...
"Promotion and Marketing for Broadcasting, Cable and the Web" has remained one of the only books about promotion for radio, TV, cable, and now the web. The latest edition of this highly-regarded textbook has been updated to encompass the enormous structural and economic changes in the industry since the early 90s. New emphasis is placed on the ...
A guide to aspects of promotion for television, cable and radio. Among the topics covered are: goals of promotion; research in promotion; on-air, print and Web promotion; TV network promotion and media campaigns; non-commercial radio and TV promotion; budgeting for promotion; international promotion and marketing. This edition has been updated and ...
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