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