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Author : Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein
Publisher : CRC Press
Page : 351 pages
File Size : 55,7 Mb
Release : 2012-11-12
Category : Language Arts & Disciplines
ISBN : 9781136024825
Capture and Retain Your Media Audience!
Author : Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 274 pages
File Size : 44,7 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 : Susan Tyler Eastman,Robert A. Klein,Douglas A. Ferguson
Publisher : Unknown
Page : 270 pages
File Size : 47,9 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 : Susan Tyler Eastman,Robert A. Klein
Publisher : Waveland PressInc
Page : 444 pages
File Size : 41,5 Mb
Release : 1991-01-01
Category : Broadcast advertising
ISBN : 0881335363
Author : Susan Tyler Eastman,Douglas A. Ferguson,Robert Klein
Publisher : Taylor & Francis
Page : 352 pages
File Size : 43,7 Mb
Release : 2012-11-12
Category : Language Arts & Disciplines
ISBN : 9781136024818
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
Publisher : Unknown
Page : 372 pages
File Size : 46,8 Mb
Release : 1982
Category : Business & Economics
ISBN : 053401156X
Author : Susan Tyler Eastman
Publisher : Routledge
Page : 379 pages
File Size : 55,6 Mb
Release : 2000-08
Category : Business & Economics
ISBN : 9781135665371
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 : Jennifer Gillan
Publisher : Routledge
Page : 294 pages
File Size : 50,9 Mb
Release : 2014-11-20
Category : Language Arts & Disciplines
ISBN : 9781135020620
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 : Gabriele Siegert,Kati Förster,Sylvia M. Chan-Olmsted,Mart Ots
Publisher : Springer
Page : 405 pages
File Size : 55,7 Mb
Release : 2015-08-07
Category : Business & Economics
ISBN : 9783319182360
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 : Catherine Johnson
Publisher : Routledge
Page : 227 pages
File Size : 47,9 Mb
Release : 2012-03-12
Category : Performing Arts
ISBN : 9781136618543
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 : Alan Albarran,Bozena Mierzejewska,Sylvia M. Chan-Olmsted,Jaemin Jung,Michael O. Wirth
Publisher : Routledge
Page : 746 pages
File Size : 45,7 Mb
Release : 2006-04-21
Category : Business & Economics
ISBN : 9781135611682
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 : John Allen Hendricks,Bruce Mims
Publisher : CRC Press
Page : 530 pages
File Size : 41,7 Mb
Release : 2014-08-07
Category : Language Arts & Disciplines
ISBN : 9781136027864
Keith's Radio Station offers a concise and insightful guide to all aspects of radio operations, explaining the functions performed within every professionally managed station. Now in its ninth edition, this book continues its long tradition of guiding readers to a solid understanding of who does what, when, and why. This new edition explains what "radio" in America has been, where it is today, and where it is going. Covering the basics of how programming is produced, financed and delivered across a spectrum of technologies, including the newest technological trends such as streaming and podcasting, satellite, and HD Radio, John Allen Hendricks and Bruce Mims argue that the future of radio remains bright and strong as it continues to evolve with emerging technologies. New to this edition: New and updated essays from industry leaders discussing how radio is evolving in an era of rapidly changing technology A thorough examination of Internet radio, online music services, and mobile listening devices An analysis of how new technologies have fragmented the advertising dollar A discussion of station website content and promotional usage of social media A revised examination of technologically advanced strategies used in traffic and billing departments Updated, full-color photos and illustrations. The new companion website features content for both students and instructors, including an instructors’ manual, lecture slides, test questions, audio examples of key concepts, quizzes for students, and links to further resources.
Author : Anonim
Publisher : Unknown
Page : 32 pages
File Size : 45,6 Mb
Release : 1990
Category : Government publications
ISBN : UIUC:30112028341540
Designed "to provide useful information to those who aspire to a career in broadcasting, cable, advertising, or related fields."
Author : Peter Pringle,Michael F Starr
Publisher : Taylor & Francis
Page : 432 pages
File Size : 46,7 Mb
Release : 2013-06-26
Category : Language Arts & Disciplines
ISBN : 9781136028663
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 : Susan Tyler Eastman
Publisher : Unknown
Page : 616 pages
File Size : 49,9 Mb
Release : 1993
Category : Art
ISBN : UCSC:32106013933236
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.
