简介
Explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. Coverage includes goals of promotion, research in promotion, on-air, print, and web message design, and budgeting for promotion. This edition is updated to encompass immense changes in the industry since the early 1990s, with new emphasis on the role of the Web and on global and international promotion and marketing. Eastman is a professor of telecommunications at Indiana University. Annotation c. Book News, Inc., Portland, OR (booknews.com)
目录
Foreword p. vii
Acknowledgments p. ix
Contributing Authors p. xi
1 Marketing the Media: Scope and Goals Douglas A. Ferguson and Susan Tyler Eastman and Robert A. Klein p. 1
2 Designing On-Air, Print, and On-Line Promotion Susan Tyler Eastman p. 29
3 Commercial Radio Promotion Joseph G. Buchman p. 55
4 Network Television Promotion Douglas A. Ferguson p. 79
5 Local Station Television Promotion Douglas A. Ferguson and Bradley A. Moses p. 97
6 Cable Marketing and Promotion Randy D. Jacobs and Robert A. Klein p. 127
7 Promotion in Public Television and Radio Robert K. Avery and Suzann Mitten Owen p. 153
8 Management, Research, and Budgeting in Promotion Michael O. Wirth and Ronald J. Rizzuto p. 175
9 Marketing to Affiliates, Buyers, and Advertisers William Jenson Adams p. 195
10 Global Promotion and Marketing of Television Robert V. Bellamy, Jr. and James B. Chabin p. 211
Selected Bibliography p. 233
Index p. 239
Acknowledgments p. ix
Contributing Authors p. xi
1 Marketing the Media: Scope and Goals Douglas A. Ferguson and Susan Tyler Eastman and Robert A. Klein p. 1
2 Designing On-Air, Print, and On-Line Promotion Susan Tyler Eastman p. 29
3 Commercial Radio Promotion Joseph G. Buchman p. 55
4 Network Television Promotion Douglas A. Ferguson p. 79
5 Local Station Television Promotion Douglas A. Ferguson and Bradley A. Moses p. 97
6 Cable Marketing and Promotion Randy D. Jacobs and Robert A. Klein p. 127
7 Promotion in Public Television and Radio Robert K. Avery and Suzann Mitten Owen p. 153
8 Management, Research, and Budgeting in Promotion Michael O. Wirth and Ronald J. Rizzuto p. 175
9 Marketing to Affiliates, Buyers, and Advertisers William Jenson Adams p. 195
10 Global Promotion and Marketing of Television Robert V. Bellamy, Jr. and James B. Chabin p. 211
Selected Bibliography p. 233
Index p. 239
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