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Author: Susan Tyler Eastman (Editor), Douglas A. Ferguson (Contributor), Robert Klein (Contributor)
Publisher: Routledge; 5 edition (January 25, 2006)
Format: PDF
Length: 335 pages
ISBN-10: 9780240807621
ISBN-13: 978-0240807621
ASIN: 0240807626
Source: https://www.amazon.com/Media-Promotion-Marketing-Broadcasting-Internet/dp/0240807626

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. 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.

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
 *  Online marketing and promotion

Contents: Foreword Acknowledgments

 1  Promoting the Media: Scope and Goals
 2  Marketing Radio
 3  Local Television Promotion: News, Syndication, and Sales
 4  Management, Research, and Budgeting in Promotion
 5  Designing On-Air, Print, and Online Promotion
 6  Network Television Promotion
 7  Cable Marketing and Promotion
 8  New Media Promotion
 9  Promotion in Public Television and Radio
 10 Global Promotion and Marketing of Television.

Author's Biography

Born in 1950, Dr. Douglas A. Ferguson spent 13 years as a programmer and manager of an NBC television affiliate in Ohio, before getting his doctorate degree in mass communication at Bowling Green State University. After a dozen years teaching in Ohio, Dr. Ferguson relocated to South Carolina as the first chair of the Department of Communication at the College of Charleston. He has written 3 books on the television industry and consults with media companies, but only Media Programming (2013) is reasonably up-to-date (Media Promotion & Marketing was re-released in 2013 but not updated since 2006 and Broadcast Television Industry was never updated after 1998, so some of it is outdated now). Dr. Ferguson's latest research focuses on social media and their impact on older media and his work is certified on Google Scholar.