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Author : Elizabeth J. Heighton,Don R. Cunningham
Publisher : Unknown
Page : 370 pages
File Size : 49,7 Mb
Release : 1976
Category : Business & Economics
ISBN : UOM:39015003599100
Author : Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein
Publisher : CRC Press
Page : 351 pages
File Size : 44,7 Mb
Release : 2012-11-12
Category : Language Arts & Disciplines
ISBN : 9781136024825
Capture and Retain Your Media Audience!
Author : Elizabeth J. Heighton,Don R. Cunningham
Publisher : Unknown
Page : 392 pages
File Size : 50,7 Mb
Release : 1984
Category : Business & Economics
ISBN : UOM:39076000571252
Author : Susan Tyler Eastman,Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 270 pages
File Size : 49,8 Mb
Release : 1999
Category : Broadcasting
ISBN : PSU:000043589005
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.
Author : Peter K. Pringle,Michael F. Starr,William E. McCavitt
Publisher : Unknown
Page : 450 pages
File Size : 46,5 Mb
Release : 1995
Category : Business & Economics
ISBN : IND:30000042620975
This new edition reflects the changing practices and priorities including: new regulations and guidelines; updates of broadcast programming; and a vision of what is to come in electronics media management in the future.
Author : O. J. Firestone
Publisher : Ottawa, University of Ottawa Press
Page : 388 pages
File Size : 48,5 Mb
Release : 1966
Category : Business & Economics
ISBN : UCAL:B3977355
Author : Alula T. Gebrekidan
Publisher : GRIN Verlag
Page : 103 pages
File Size : 51,5 Mb
Release : 2017-10-09
Category : Business & Economics
ISBN : 9783668542983
Master's Thesis from the year 2017 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: very good, Addis Ababa University, language: English, abstract: This research project has explored and critically examined the practice of advertisement and its ethical considerations in Ethiopia particularly the practice in Ethiopian Broadcasting Corporation. A qualitative inquiry approach was employed for answering the investigation queries and to attain objectives of the study. The sample advertisement clips of this study were rhetorically analyzed. Moreover, four focus group discussions and twelve individual in-depth interviews have been used to further tighten the data obtained from the qualitative content analysis segment of the study and to explore the audiences’ perception towards advertisements. 30 commercials broadcasted in three years period were purposefully selected. The selected commercials were analyzed and interpreted thematically to find out their apparent content. Furthermore, relevant literatures were also reviewed. The professional practice and the cooperative leadership among stakeholders in the sector were seen critically. The cultural and ethical aspects of the advertisements got analyzed in this study. The extensive literature review on media and advertisement, with universal ethics theory, facilitated the structuring of the research questions, which addressed the ethical issues in the advertising sector. The moral standard ruling the advertising industry; the ethical guidelines and the proclamation of advertisement with the universal principles of truth, human dignity and social responsibility are clearly stated in this study. In this qualitative inquiry, data were gathered through in depth interviews and focus group discussions. In addition to this, qualitative content analysis was employed. This was done by viewing and reviewing advertisement clips through the eyes of rhetorical criticism. The interview process lasted two months. The analysis of this study has been grouped in to two. These are; the findings of critical analysis by the researcher (done through viewing the advertisement clips) and findings from the focus group discussions and in depth interviews. Findings implied that most of the advertisements analyzed in this study might not favor the social values and norms. Most of the advertisement clips analyzed under this study seem limiting the role and the capacity of women and children. In some advertisements, women are represented as sex objects. [...]
Author : Barrie Gunter,Caroline Oates,Mark Blades
Publisher : Routledge
Page : 195 pages
File Size : 55,5 Mb
Release : 2004-09-22
Category : Business & Economics
ISBN : 9781135626310
The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In
Author : Alvin Eicoff
Publisher : N T C Business Books
Page : 0 pages
File Size : 51,5 Mb
Release : 1995
Category : Advertising media planning
ISBN : 0844235180
In recent years broadcast marketing has become the hottest way to sell products. And, as is usually true with "hot" areas, there are lots of instant, self-proclaimed experts. That's why it's so important to get your copy of Direct Marketing Through Broadcast Media if you plan to use this powerful medium. Authored by Al Eicoff, one of the pioneers of broadcast direct marketing, it is contemporary, covering all of the newest media forms and techniques. And, like few books ever written on the subject, it gives the broader perspective because it is based on a lifetime of success. You get the total picture of where broadcast direct marketing has been and where it's headed.
Author : Caroline Harsch
Publisher : GRIN Verlag
Page : 27 pages
File Size : 53,8 Mb
Release : 2018-08-27
Category : Business & Economics
ISBN : 9783668784642
Seminar paper from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, University of Tubingen, language: English, abstract: Since people started to invent and sell products to others, advertising became more and more important as the diversity of products and brands grew. Advertisers use many different ways to convince their target audience to buy the product e.g. the wide variety of media such as TV, radio, Print or Internet. The first media used for advertising as we know it today were printed media such as bills, newspapers and magazines. As those media only attracted the eye of people, everybody was thrilled by the possibility the new invention radio offered: Advertisers were able to reach their target audience through their ears. Today radio doesn’t seem to be that startling anymore compared to inventions like TV or Internet. They both combine seeing and hearing and the Internet also allows users to become active themselves. Due to the widespread meaning that advertising is more effective reaching the eye of clients than only their ear, radio is used the least as an advertising medium. The opportunities radio offers, because it’s only made for the ear aren’t seen by advertisers and companies and over the years radio became the “Stiefkind der Werbung” (Goldhammer, 1998, p. 17). The little usage of radio as an advertising media is not adequate compared to the position it has for people, because in Germany is a nearly full supply of radios and most of the house-holds even own more than one radio. Because of that drawback the present essay focuses on the question why radio should be used more as an advertising media by pointing out the advantages it offers to advertisers, whereupon some pros only can be given by radio and not by any other media. For some background information the essay gives a short summary of the history of radio ad-vertising (chapter 2). Chapter 3 makes the difference between the usage of radio by publics and by advertisers clear. After that analysis chapter 4.1 describes some more advantages radio offers as an advertising medium besides the results of the Media-Analysis. On the basis of all those chapters some hints for a good commercial are given in chapter 4.2. Chapter 5 is about the effect radio commercials have on listeners. At first it’s explained how radio commercials are processed by the human brain, while chapter 5.2 to 5.4 interpret a research for the company DasÖrtliche to explain how radio Mono-Campaigns, strategies with a mixture between radio and TV, and campaigns with three different media work.
Author : Ed Shane
Publisher : CRC Press
Page : 488 pages
File Size : 47,5 Mb
Release : 1999-02-17
Category : Language Arts & Disciplines
ISBN : 9781136026263
"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them." Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas This is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer. Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling: · prospecting · qualifying · needs analysis · presentations · answering objections · closing · relationship management Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet. Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach. Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.
Author : Jonne Murphy
Publisher : Unknown
Page : 260 pages
File Size : 53,7 Mb
Release : 1980
Category : Business & Economics
ISBN : UOM:39015000953227
Author : Susan Tyler Eastman
Publisher : Routledge
Page : 398 pages
File Size : 53,9 Mb
Release : 2000-08-01
Category : Language Arts & Disciplines
ISBN : 9781135665364
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.
Author : Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 274 pages
File Size : 47,9 Mb
Release : 2002
Category : Performing Arts
ISBN : 024080497X
Promotion & 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 role of the World Wide Web and global marketing. 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. Among the topics covered in this text are: goals of promotion; research in promotion; on-air, print and web message design; radio promotion, TV network and station promotion and news campaigns; non-commercial radio and TV promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing.
Author : Roger Herian,Mary Moen
Publisher : Unknown
Page : 100 pages
File Size : 42,5 Mb
Release : 1978
Category : Broadcasting
ISBN : WISC:89096579792
