Promotion & Marketing for Broadcasting & Cable
Seiten
1999
|
3rd New edition
Focal Press (Verlag)
978-0-240-80342-5 (ISBN)
Focal Press (Verlag)
978-0-240-80342-5 (ISBN)
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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; budgeting for promotion; and international promotion and marketing.
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.
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.
Marketing the Media: Scope and Goals; Designing On-Air, Print and On-line Promotion; Commercial Radio Promotion; Network Television Promotion; Local Station Television Promotion; Cable Marketing and Promotion; Promotion in Public Television and Radio; Management, Research and Budgeting in Promotion; Marketing to Affiliates and Buyers and Advertisers; Global Promotion and Marketing of Television; Selected Bibliography; Index
| Erscheint lt. Verlag | 30.6.1999 |
|---|---|
| Verlagsort | Oxford |
| Sprache | englisch |
| Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Journalistik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| ISBN-10 | 0-240-80342-6 / 0240803426 |
| ISBN-13 | 978-0-240-80342-5 / 9780240803425 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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