Product Description
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
Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition
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#1 by Anthony Reed on January 17, 2010 - 1:50 pm
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.
Rating: 3 / 5