Promotion And Marketing For Broadcasting Cable And The Web

Author : Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein
Publisher : Taylor & Francis
Page : 352 pages
File Size : 48,7 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 : Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 274 pages
File Size : 40,5 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,Douglas A. Ferguson
Publisher : Unknown
Page : 270 pages
File Size : 50,6 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 : 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 : 55,8 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 : 41,8 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 : Peter Pringle,Michael F Starr
Publisher : Taylor & Francis
Page : 485 pages
File Size : 55,5 Mb
Release : 2013-06-26
Category : Language Arts & Disciplines
ISBN : 9781136028656

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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 : Jennifer Gillan
Publisher : Routledge
Page : 294 pages
File Size : 48,6 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 : Charles Warner
Publisher : John Wiley & Sons
Page : 616 pages
File Size : 46,5 Mb
Release : 2011-08-26
Category : Business & Economics
ISBN : 9781444359275

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Media Selling by Charles Warner Pdf

This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Author : Peter K. Pringle,Michael F. Starr
Publisher : Routledge
Page : 415 pages
File Size : 46,5 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 : Plunkett Research Ltd
Publisher : Plunkett Research, Ltd.
Page : 555 pages
File Size : 40,7 Mb
Release : 2007-04
Category : Business & Economics
ISBN : 9781593920814

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Plunkett's Advertising & Branding Industry Almanac 2007: Advertising & Branding Industry Market Research, Statistics, Trends & Leading Companies by Plunkett Research Ltd Pdf

A market research guide to the advertising and branding industry and a tool for strategic planning, competitive intelligence, employment searches or financial research. It contains trends, statistical tables, and an industry glossary. It includes profiles of advertising and branding industry firms, which provides addresses and phone numbers.

Author : Plunkett Research Ltd
Publisher : Plunkett Research, Ltd.
Page : 480 pages
File Size : 53,6 Mb
Release : 2006-04
Category : Business & Economics
ISBN : 9781593920425

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Plunkett's Advertising & Branding Industry Almanac 2006: Your Complete Guide to All Facets of the Business of Advertising, Marketing and Branding by Plunkett Research Ltd Pdf

Vital to businesses of all types, the fields of advertising, marketing and branding are covered in-depth in this important volume, from advertising on radio and television to direct mail, from online advertising to branding and public relations to paid search inclusion. Analysis of trends, globalization, technologies, finances and more. This carefully-researched book covers exciting trends in such areas as advertising agencies, marketing consultants, online advertising, branding strategies, global markets and more. This reference tool includes thorough market analysis as well as our highly respected trends analysis. Youll find a complete overview, industry analysis and market research report in one superb, value-priced package. It contains thousands of contacts for business and industry leaders, industry associations, Internet sites and other resources.This book also includes statistical tables, an industry glossary and thorough indexes. The corporate profiles section of the book includes our proprietary, in-depth profiles of 334 leading companies in all facets of the advertising, branding and marketing industry. Here you'll find complete profiles of the hot companies that are making news today, the largest, most successful corporations in the business. Purchasers of either the book or PDF version can receive a free copy of the company profiles database on CD-ROM, enabling key word search and export of key information, addresses, phone numbers and executive names with titles for every company profiled.

Author : Ed Shane
Publisher : CRC Press
Page : 488 pages
File Size : 40,8 Mb
Release : 1999-02-17
Category : Language Arts & Disciplines
ISBN : 9781136026263

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Selling Electronic Media by Ed Shane Pdf

"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 : Leonard Mogel
Publisher : Leonard Mogel
Page : 356 pages
File Size : 48,6 Mb
Release : 2004
Category : Broadcasting
ISBN : 0823077306

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This Business of Broadcasting by Leonard Mogel Pdf

This guide provides industry background and career advice in a three-part arrangement. The first, on television, covers organizational structures within the networks and stations, programming, syndication, new technology, and the structures of cable television. The second part, on radio, focuses programming formats, advertising formats, advertising

Author : Jonathan Hardy
Publisher : Peter Lang
Page : 356 pages
File Size : 55,9 Mb
Release : 2010
Category : Mass media
ISBN : 1433101378

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Cross-media Promotion by Jonathan Hardy Pdf

"Cross-media promotion is one of the most salient characteristics in our modern media systems, arising out of a context that involves virtually every level of media studies: media ownership, advertising and funding, technological trends, and regulatory issues--- the latter a specialty of the author of this book. These factors often work together, and Hardy is masterful in interweaving in an insightful but accessible way the complexity of media promotion."---From the Foreword by Matthew. P. McAllister, Penn State University --Book Jacket.