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Media Promotion & Marketing for Broadcasting, Cable & the Internet Paperback – January 23, 2006

ISBN-13: 978-0240807621 ISBN-10: 0240807626 Edition: 5th

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Media Promotion & Marketing for Broadcasting, Cable & the Internet + The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
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Product Details

  • Paperback: 352 pages
  • Publisher: Focal Press; 5 edition (January 23, 2006)
  • Language: English
  • ISBN-10: 0240807626
  • ISBN-13: 978-0240807621
  • Product Dimensions: 9.1 x 5.9 x 0.8 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: #870,263 in Books (See Top 100 in Books)

Editorial Reviews


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!

More About the Author

Dr. Ferguson spent 13 years as a programmer and manager of an NBC television affiliate in Ohio, before getting his doctorate degree in mass communication at Bowling Green State University. After a dozen years teaching in Ohio, Dr. Ferguson relocated to South Carolina as the first chair of the Department of Communication at the College of Charleston. He has written 3 books on the television industry and consults with media companies. His latest research focuses on social media and their impact on older media.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Anthony Reed on July 12, 2007
Format: Paperback Verified Purchase
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.
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1 of 1 people found the following review helpful By P. C. Waters on April 20, 2010
Format: Paperback Verified Purchase
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.
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