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| Author | : Susan Tyler Eastman |
| Publisher | : CRC Press |
| Total Pages | : 351 |
| Release | : 2012-11-12 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1136024824 |
Capture and Retain Your Media Audience!
| Author | : Robert A. Klein |
| Publisher | : |
| Total Pages | : 274 |
| Release | : 2002 |
| Genre | : Performing Arts |
| ISBN | : 9780240804972 |
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 | : |
| Total Pages | : 270 |
| Release | : 1999 |
| Genre | : Business & Economics |
| ISBN | : |
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 | : Susan Tyler Eastman |
| Publisher | : Waveland PressInc |
| Total Pages | : 444 |
| Release | : 1991-01-01 |
| Genre | : Broadcast advertising |
| ISBN | : 9780881335361 |
| Author | : Susan Tyler Eastman |
| Publisher | : Taylor & Francis |
| Total Pages | : 352 |
| Release | : 2012-11-12 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1136024816 |
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.
| Author | : Susan Tyler Eastman |
| Publisher | : Routledge |
| Total Pages | : 379 |
| Release | : 2000-08 |
| Genre | : Business & Economics |
| ISBN | : 1135665370 |
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 | : Susan Tyler Eastman |
| Publisher | : |
| Total Pages | : 376 |
| Release | : 1982 |
| Genre | : Business & Economics |
| ISBN | : |
| Author | : Jennifer Gillan |
| Publisher | : Routledge |
| Total Pages | : 294 |
| Release | : 2014-11-20 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135020620 |
Television Brandcasting examines U. S. television’s utility as a medium for branded storytelling. It investigates the current and historical role that television content, promotion, and hybrids of the two have played in disseminating brand messaging and influencing consumer decision-making. Juxtaposing the current period of transition with that of the 1950s-1960s, Jennifer Gillan outlines how in each era new technologies unsettled entrenched business models, an emergent viewing platform threatened to undermine an established one, and content providers worried over the behavior of once-dependable audiences. The anxieties led to storytelling, promotion, and advertising experiments, including the Disneyland series, embedded rock music videos in Ozzie & Harriet, credit sequence brand integration, Modern Family’s parent company promotion episodes, second screen initiatives, and social TV experiments. Offering contemporary and classic examples from the American Broadcasting Company, Disney Channel, ABC Family, and Showtime, alongside series such as Bewitched, Leave it to Beaver, Laverne & Shirley, and Pretty Little Liars, individual chapters focus on brandcasting at the level of the television series, network schedule, "Blu-ray/DVD/Digital" combo pack, the promotional short, the cause marketing campaign, and across social media. In this follow-up to her successful previous book, Television and New Media: Must-Click TV, Gillan provides vital insights into television’s role in the expansion of a brand-centric U.S. culture.
| Author | : Charles Warner |
| Publisher | : John Wiley & Sons |
| Total Pages | : 616 |
| Release | : 2011-08-26 |
| Genre | : Business & Economics |
| ISBN | : 1444359274 |
This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data
| Author | : Al Lieberman |
| Publisher | : FT Press |
| Total Pages | : 305 |
| Release | : 2013-07-02 |
| Genre | : Business & Economics |
| ISBN | : 0133092305 |
Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow...any content, on any platform, in any market, worldwide. You’ll master innovative new ways to grab consumers’ attention and wallets fast...make your experiences wannasee, haftasee, mustsee...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment.
