PDF Ebook Media Promotion & Marketing for Broadcasting, Cable & the InternetFrom Focal Press
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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.
- Sales Rank: #1834652 in eBooks
- Published on: 2012-11-12
- Released on: 2012-11-12
- Format: Kindle eBook
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
About the Author
Susan Tyler Eastman is a professor in the Department of Telecommunications at Indiana University. She earned her BA from the University of California, her MA from San Francisco State University, and her PhD from Bowling Green State University.
Douglas A. Ferguson is Professor and Program Director of the Graduate Certificate Program in the Department of Communication, College of Charleston. He also served as editor-elect of the JOURNAL OF RADIO STUDIES from 2005 through 2008. Dr. Ferguson earned a bachelor's and master's degree from the Ohio State University and his doctorate from Bowling Green State University.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Basic Book Better for College Students than Professionals
By Anthony Reed
This book is a typical college textbook. A lot of definitions... a lot of fairly rudimentary information.
It's a good book for people who want to learn basic information about media marketing, but it goes into little to no depth about most aspects of the field.
I also don't get the sense that the authors -- college professors-- have much of a sense of the industry as it is today. Other than a mention of sniping and on-air bugs (which debuted several years ago), the book seems a little out of touch.
Therefore, I wouldn't recommend it to anyone currently working in media marketing, because you'll learn very little new knowledge.
But, as it's not presented as an intermediate or advanced book, it's a good resource for beginners.
1 of 1 people found the following review helpful.
Not Bad, Not Great
By P. C. Waters
I agree with the above reviewer. It is very general -- almost too general for beginners. Not nearly enough concrete examples to help a beginner grasp the concepts. I'm looking for another book for my classes to use.
Even more annoying, the book cracked in half the first time I opened it. I've bought dozens of paperbacks in various genres, and I've never had a paperback do that before. Now I have pages falling out. Very disappointed in the quality of the binding.
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