Promotion and marketing are key to communicating the attractiveness of media goods and services to the public in a free society. Promotion and Marketing for Broadcasting, Cable and the Web, Fourth Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The third edition of this highly-regarded textbook was updated to encompass the immense structural, technological, and economic changes in the industry since the early 1990s. The ...
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Promotion and marketing are key to communicating the attractiveness of media goods and services to the public in a free society. Promotion and Marketing for Broadcasting, Cable and the Web, Fourth Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The third edition of this highly-regarded textbook was updated to encompass the immense structural, technological, and economic changes in the industry since the early 1990s. The role of the World Wide Web and of global and international promotion and marketing were introduced to bring the most current theory and practice to students and media professionals. The fourth edition brings the ever-evolving mission of the web into even greater focus with a new chapter on internet commerce and competition, and the widespread use if the internet as an advertising medium. Other topics covered in this book include: goals of promotion; research in promotion; on-air, print, and web message design; radio promotion, TV network and station promotion, and news campaigns; noncommercial radio and TV promotion; cable marketing and promotion; research and budgeting for promotion; and syndicated program marketing. Promotion and Marketing for Broadcasting, Cable and the Web has been endorsed by Promax, the national association for marketing executives in electronic media. Promax has provided a companion video for classroom use, containing examples of the many ways in which the media promote themselves.
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Add this copy of Promotion & Marketing for Broadcasting & Cable to cart. $5.99, good condition, Sold by The Yard Sale Store rated 5.0 out of 5 stars, ships from Narrowsburg, NY, UNITED STATES, published 1999 by Focal Pr.
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Good. Book Reasonable and presentable paperback edition. Some shelf wear and edge wear to the covers. Nice tight binding and the text flows clearly from beginning to end. Enjoy this worthwhile edition.
Add this copy of Promotion & Marketing for Broadcasting & Cable, Third to cart. $5.99, good condition, Sold by Poquette's Books rated 5.0 out of 5 stars, ships from Dewitt, MI, UNITED STATES, published 1999 by Focal Press.
Add this copy of Promotion & Marketing for Broadcasting & Cable to cart. $6.50, very good condition, Sold by Vashon Island Books rated 4.0 out of 5 stars, ships from Vashon, WA, UNITED STATES, published 1999 by Focal Press.
