Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition [Paperback]

Susan Tyler Eastman (Editor), Douglas A. Ferguson (Editor), Robert Klein (Editor)

Book Description

ISBN-10: 0240807626 | ISBN-13: 978-0240807621 | Publication Date: February 6, 2006 | Edition: 5

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.

*The Glossary is back!
*Learn how to build a TV/cable/radio/Internet audience
*Understand streaming media as a powerful promotion tool

Editorial Reviews

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

Book Description

Capture and Retain Your Media Audience!

Product Details

• Paperback: 352 pages
• Publisher: Focal Press; 5 edition (February 6, 2006)
• Language: English
• ISBN-10: 0240807626
• ISBN-13: 978-0240807621
• Product Dimensions: 8.9 x 5.9 x 0.5 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 3.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #379,729 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

3.0 out of 5 stars Basic Book Better for College Students than Professionals, July 12, 2007

By 

Anthony Reed (Albuquerque, NM) - See all my reviews
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This review is from: Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition (Paperback)

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.

3.0 out of 5 stars Not Bad, Not Great, April 20, 2010

By 

P. C. Waters (East Central Indiana) - See all my reviews
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This review is from: Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition (Paperback)

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.