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Media Promotion and Marketing for Broadcasting, Cable and the Internet

ISBN-10: 0240807626
ISBN-13: 9780240807621
Edition: 5th 2006 (Revised)
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Description: This highly regarded textbook covers all aspects of promotion for television, cable and radio and has now been updated to include online marketing and promotion and Web message design.

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Book details

Edition: 5th
Copyright year: 2006
Publisher: Taylor & Francis Group
Publication date: 1/23/2006
Binding: Paperback
Pages: 352
Size: 6.00" wide x 8.75" long x 0.75" tall
Weight: 1.232
Language: English

This highly regarded textbook covers all aspects of promotion for television, cable and radio and has now been updated to include online marketing and promotion and Web message design.

Foreword
Acknowledgments
Promoting the Media: Scope and Goals
The Scope of the Book
The Special Nature of Media Content
Promotion's Targets
Attributes of Promotional Media
Industry Changes
Shifting Goals and Tactics
Persistent Constraints on Promotion
Models of Promotional Strategies and Tactics
Model of Promotional Effectiveness
Organization of This Book
Marketing Radio
The Special Case of Radio
A Quick Radio Marketing History
Radio Promotion Goals
Radio Research Effects
Listener Acquisition, Maintenance, and Recycling
External Media
Generating Revenue
Merchandising
Community and Media Relations
Moral Dilemmas
Selected Readings and Websites
Local Television Promotion: News, Syndication, and Sales
Big Four Network Affiliates
Small-Five Hybrid Affiliates
The Importance of On-Air Scheduling
News Promotion
Syndicated Series Marketing
Public Service Promotion
Sales Promotion
Guidelines for Sales Promotion
Selected Readings and Websites
Management, Research, and Budgeting in Promotion
Organizational Hierarchies
Group Ownership's Influences
Salaries
Budgets
Responsibilities
Promotion and Marketing Research
Primary Research Methods
Syndicated Research
Promotion Budget Strategy
Budget Execution
Selected Readings and Websites
Designing On-Air, Print, and Online Promotion
Everything Counts
Key Messages
Source Identifiers
Reinforcement, Repetition, and Congruence
On-Air and Online Tools
Basic Message Forms
Design Content Elements
Designing for the Medium
Criteria for Likely Effectiveness
Selected Readings and Videos
Network Television Promotion
The Marketing Approach
Evolving Network On-Air
The Branding Approach
Promo Scheduling
Fall Campaigns
Network Websites
Other Media
Network News Promotion
Promotional Techniques and Strategies
Selected Readings and Websites
Cable Marketing and Promotion
The Old and the New
Consumer Marketing by Cable Systems
Program Promotion
Sales Promotion by Cable Systems
Marketing by Cable Networks
Network Launch Strategies
Remarketing
DBS Marketing
Cable Marketing in the Coming Decade
Selected Readings and Websites
New Media Promotion
Changing Expectations and Usage
Internet Promotion
Advantages of E-Mail
Promotional Internet Sites
Promoting Original Internet Content
Webcasting
Podcasting
Mobisodes
The Future Beyond
Selected Readings and Websites
Promotion in Public Television and Radio
The Ongoing Threat
Institutional Marketing
Branding Public Television
PBS Program Promotion
Local PTV Promotion
Public Radio Promotion
Looking Back and Ahead
Selected Readings and Websites
Global Promotion and Marketing of Television
Global Promotion Practices
The Global Imperative
New Marketing Emphases
Global Television Marketing
Cultural Sensibilities
Getting Audiences
Positioning New Services
Effective Global Promotion
Directions Ahead
Selected Readings and Websites
About the Contributing Authors
Glossary
Selected Bibliography
Index

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