Media Promotion And Marketing For Broadcasting, Cable And The

Description:
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. It includes topics such as: 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. The Glossary is back! You can learn how to build a TV/cable/radio/Internet audience, and understand streaming media as a powerful promotion tool.

Review:
Providing an inside view of each medium the book examines the different audience research methods, budgets, and scheduling, message, and branding efforts employed to keep people tuning in or logging on. The authors have put together an excellent resource guide for media professionals and students seeking to enter this field.-P.G. Kishel, Cypress College, Choice, Feb 2007

Table of Contents:
1: Promoting the Media, Scope & Goals 2: Commercial Radio Production 3: Local TV Station Promotion, News, Syndication and Sales 4: Management, Research and Budgeting for Production 5: Designing Promotional Messages 6: Network TV Promotion 7: Cable TV Promotion 8: New Media Promotion 9: Promotion in Public TV and Radio 10: Global Marketing and Promotion of TV. Glossary.