Media Promotion & Marketing for Broadcasting, Cable & the Internet PDF Download

Author: Susan Tyler Eastman
Publisher: CRC Press
ISBN: 1136024824
Category : Language Arts & Disciplines
Languages : en
Pages : 351

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Book Description
Capture and Retain Your Media Audience!

Author: Susan Tyler Eastman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 270

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Book Description
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: Robert A. Klein
Publisher:
ISBN: 9780240804972
Category : Performing Arts
Languages : en
Pages : 274

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Book Description
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
Publisher: Routledge
ISBN: 1135665370
Category : Business & Economics
Languages : en
Pages : 379

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Book Description
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: Gabriele Siegert
Publisher: Springer
ISBN: 3319182366
Category : Business & Economics
Languages : en
Pages : 405

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Book Description
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
ISBN: 1136618546
Category : Performing Arts
Languages : en
Pages : 227

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Book Description
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: John Allen Hendricks
Publisher: CRC Press
ISBN: 1136027866
Category : Language Arts & Disciplines
Languages : en
Pages : 530

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Book Description
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: Alan B. Albarran
Publisher: Psychology Press
ISBN: 0805850031
Category : Business & Economics
Languages : en
Pages : 747

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Book Description
This handbook provides a synthesis of current work and research in media management and economics, and establishes an agenda for future activities. It will serve as a foundational resource for scholars and students in media management and economics.

Author:
Publisher:
ISBN:
Category : Government publications
Languages : en
Pages : 32

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Book Description
Designed "to provide useful information to those who aspire to a career in broadcasting, cable, advertising, or related fields."

Author: Plunkett Research Ltd
Publisher: Plunkett Research, Ltd.
ISBN: 1593920423
Category : Business & Economics
Languages : en
Pages : 480

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Book Description
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.