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Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition (Paperback)

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Key Phrases: median annual compensation, generic spots, stack ads, Latin America, Time Warner, United States (more...)
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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!
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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 (1 customer review)
  • Amazon.com Sales Rank: #883,313 in Books (See Bestsellers in Books)

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Douglas A. Ferguson
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Front Cover | Table of Contents | First Pages | Index | Surprise Me!
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Inside This Book (learn more)
Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
median annual compensation, generic spots, stack ads, network promos, current viewers, audience promotion, network promotion, potential affiliates, audience flow, early fringe, promotional effectiveness, retrieved online, owned programs, television promotion, promotional spots, promotional concepts, promotional messages, global promotion, upcoming programs, station logos, program promotion, local cable systems
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Latin America, Time Warner, United States, New York, Road Runner, Fox News, Comedy Central, The History Channel, Insight Media, Tennis Channel, Adam Curry, Hallmark Channel, Intentionally Left Blank, Los Angeles, Middle East, National Public Radio, News Corp, Food Network, National Association of Broadcasters, Stay Curious, The Discovery Channel, Warner Bros, American Idol, King World, Public Radio International
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3.0 out of 5 stars Basic Book Better for College Students than Professionals, July 12, 2007
By Anthony Reed (Fort Wayne, IN USA) - See all my reviews
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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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