Media Promotion & Marketing for Broadcasting, Cable & the Internet

Media Promotion & Marketing for Broadcasting, Cable & the Internet

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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.Various buttons control pay-per-view (PPV) purchases along with an increasing number of new interactive features. ... dramatic increase in numbers of channels and claimed improved customer service, meanwhile carrying a strong anti- satellite thrust. ... The top item is part of a magazine ad, the middle part of a bill stuffer, and the bottom the front of a postcard. ... Comcasta#39;s efforts include television and direct response advertising, coupons in statement stuffers, joint promotions, and aanbsp;...

Title:Media Promotion & Marketing for Broadcasting, Cable & the Internet
Author:Susan Tyler Eastman, Douglas A. Ferguson, Robert Klein
Publisher:CRC Press - 2012-11-12


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