Promotion And Marketing For Broadcasting And Cable

Author : Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein
Publisher : Taylor & Francis
Page : 352 pages
File Size : 55,5 Mb
Release : 2012-11-12
Category : Language Arts & Disciplines
ISBN : 9781136024818

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Media Promotion & Marketing for Broadcasting, Cable & the Internet by Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein Pdf

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.

Author : Susan Tyler Eastman,Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 270 pages
File Size : 48,8 Mb
Release : 1999
Category : Broadcasting
ISBN : PSU:000043589005

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Promotion and Marketing for Broadcasting and Cable by Susan Tyler Eastman,Robert A. Klein,Douglas A. Ferguson Pdf

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 : Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 274 pages
File Size : 54,7 Mb
Release : 2002
Category : Performing Arts
ISBN : 024080497X

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Promotion and Marketing for Broadcasting, Cable, and the Web by Robert A. Klein,Douglas A. Ferguson Pdf

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 : Susan Tyler Eastman,Robert A. Klein
Publisher : Waveland PressInc
Page : 444 pages
File Size : 40,6 Mb
Release : 1991-01-01
Category : Broadcast advertising
ISBN : 0881335363

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Promotion & Marketing for Broadcasting & Cable by Susan Tyler Eastman,Robert A. Klein Pdf

Author : Susan Tyler Eastman
Publisher : Routledge
Page : 379 pages
File Size : 43,5 Mb
Release : 2000-08
Category : Business & Economics
ISBN : 9781135665371

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Research in Media Promotion by Susan Tyler Eastman Pdf

This collection presents current research and theory in media promotion and explores future directions. For students, scholars and researchers in media promotion, media marketing, media advertising theory, and broadcasting.

Author : Susan Tyler Eastman,Robert A. Klein
Publisher : Unknown
Page : 372 pages
File Size : 45,7 Mb
Release : 1982
Category : Business & Economics
ISBN : 053401156X

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Strategies in Broadcast and Cable Promotion by Susan Tyler Eastman,Robert A. Klein Pdf

Author : Jennifer Gillan
Publisher : Routledge
Page : 294 pages
File Size : 46,9 Mb
Release : 2014-11-20
Category : Language Arts & Disciplines
ISBN : 9781135020620

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Television Brandcasting by Jennifer Gillan Pdf

Television Brandcasting examines U. S. television’s utility as a medium for branded storytelling. It investigates the current and historical role that television content, promotion, and hybrids of the two have played in disseminating brand messaging and influencing consumer decision-making. Juxtaposing the current period of transition with that of the 1950s-1960s, Jennifer Gillan outlines how in each era new technologies unsettled entrenched business models, an emergent viewing platform threatened to undermine an established one, and content providers worried over the behavior of once-dependable audiences. The anxieties led to storytelling, promotion, and advertising experiments, including the Disneyland series, embedded rock music videos in Ozzie & Harriet, credit sequence brand integration, Modern Family’s parent company promotion episodes, second screen initiatives, and social TV experiments. Offering contemporary and classic examples from the American Broadcasting Company, Disney Channel, ABC Family, and Showtime, alongside series such as Bewitched, Leave it to Beaver, Laverne & Shirley, and Pretty Little Liars, individual chapters focus on brandcasting at the level of the television series, network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media. In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan provides vital insights into television’s role in the expansion of a brand-centric U.S. culture.

Author : Alan Albarran,Bozena Mierzejewska,Jaemin Jung
Publisher : Routledge
Page : 747 pages
File Size : 44,6 Mb
Release : 2006-04-21
Category : Business & Economics
ISBN : 9781135611675

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Handbook of Media Management and Economics by Alan Albarran,Bozena Mierzejewska,Jaemin Jung Pdf

This comprehensive Handbook provides a synthesis of current work and research in media management and economics. The volume has been developed around two primary objectives: assessing the state of knowledge for the key topics in the media management and economics fields; and establishing the research agenda in these areas, ultimately pushing the field in new directions. The Handbook's chapters are organized into parts addressing the theoretical components, key issues, analytical tools, and future directions for research. Each chapter offers the current state of theory and scholarship of a specific area of study, and the volume contributors--all well established in their areas of specialty--represent domestic and international scholarship. With its unparalleled breadth of content from expert authors, the Handbook provides background knowledge of the various theoretical dimensions and historical paradigms, and establishes the direction for the next phases of research in this growing arena of study. The Handbook of Media Management and Economics will serve to stimulate future thought and research in the media management and economics disciplines. As such, this volume will be a required reference for students, professors, and industry practitioners for years to come.

Author : Peter Pringle,Michael F Starr
Publisher : Taylor & Francis
Page : 432 pages
File Size : 45,5 Mb
Release : 2013-06-26
Category : Language Arts & Disciplines
ISBN : 9781136028663

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Electronic Media Management, Revised by Peter Pringle,Michael F Starr Pdf

The fifth edition of a classic text features important updates that reflect the enormous changes that have taken place in recent years - the Internet as an important information transmission format that is here to stay and convergence among media. This edition features thorough discussions on the Internet and convergence, as well as reflects the latest information on broadcast and cable regulations and policies. It also includes a fresh batch of case studies, and study questions. As in previous editions, this book also covers management theory, audience analysis, broadcast promotion, and marketing.

Author : Fred L. Bergendorff,Charles Harrison Smith,Lance Webster
Publisher : Hastings House Book Publishers
Page : 474 pages
File Size : 42,7 Mb
Release : 1983
Category : Business & Economics
ISBN : UOM:39015010603267

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Broadcast Advertising & Promotion by Fred L. Bergendorff,Charles Harrison Smith,Lance Webster Pdf

Author : Gabriele Siegert,Kati Förster,Sylvia M. Chan-Olmsted,Mart Ots
Publisher : Springer
Page : 405 pages
File Size : 42,8 Mb
Release : 2015-08-07
Category : Business & Economics
ISBN : 9783319182360

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Handbook of Media Branding by Gabriele Siegert,Kati Förster,Sylvia M. Chan-Olmsted,Mart Ots Pdf

This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

Author : Susan Tyler Eastman
Publisher : Unknown
Page : 616 pages
File Size : 49,6 Mb
Release : 1993
Category : Art
ISBN : UCSC:32106013933236

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Broadcast/cable Programming by Susan Tyler Eastman Pdf

This widely used text (over 250 adoptions) offers a current strategies approach to broadcast and cable programming, with network/local and commercial/noncommercial perspectives. It focuses on three primary responsibilities of programming executives: (1) evaluating audiences and programs; (2) selecting programs; and (3) scheduling, or organizing, programs into coherent program services. The book is divided into five major sections: Part One introduces the concepts and vocabulary for understanding the remaining chapters; Parts Two through Five look at programming strategy respectively for television, cable, radio, and public broadcasting from the perspective of industry programming experts.

Author : Peter K. Pringle,Michael F. Starr
Publisher : Routledge
Page : 415 pages
File Size : 42,8 Mb
Release : 2006
Category : Technology & Engineering
ISBN : 024080872X

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Electronic Media Management by Peter K. Pringle,Michael F. Starr Pdf

This edition features thorough discussions on the internet and emerging methods of distributing and receiving audio and video content, and reflects the latest information on broadcast and cable regulations and policies. it also includes a fresh batch of case studies and study questions. It also covers management theory, audience analysis, and broadcast promotion and marketing.

Author : Catherine Johnson
Publisher : Routledge
Page : 227 pages
File Size : 48,6 Mb
Release : 2012-03-12
Category : Performing Arts
ISBN : 9781136618543

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Branding Television by Catherine Johnson Pdf

Branding Television examines why and how the UK and US television industries have turned towards branding as a strategy in response to the rise of satellite, cable and digital television, and new media, such as the internet and mobile phone. This is the first book to offer a sustained critical analysis of this new cultural development. Branding Television examines the industrial, regulatory and technological changes since the 1980s in the UK and the USA that have led to the adoption of branding as broadcasters have attempted to manage the behaviour of viewers and the values associated with their channels, services and programmes in a world of increased choice and interactivity. Wide-ranging case studies drawn from commercial, public service, network and cable/satellite television (from NBC and HBO to MTV, and from BBC and Channel 4 to UKTV and Sky) analyse the role of marketing and design in branding channels and corporations, and the development of programmes as brands. Exploring both successful and controversial uses of branding, this book asks what problems there are in creating television brands and whether branding supports or undermines commercial and public service broadcasting. Branding Television extends and complicates our understanding of the changes to television over the past 30 years and of the role of branding in contemporary Western culture. It will be of particular interest to students and researchers in television studies, but also in creative industries and media and cultural studies more generally.

Author : Alvin Eicoff
Publisher : N T C Business Books
Page : 0 pages
File Size : 55,5 Mb
Release : 1995
Category : Advertising media planning
ISBN : 0844235180

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Direct Marketing Through Broadcast Media by Alvin Eicoff Pdf

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.