Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5/e (Paperback)
暫譯: 廣播、電視及網路的媒體推廣與行銷，第5版（平裝本）
Susan Tyler Eastman, Douglas A. Ferguson, Robert Klein
- 出版商: Focal Press
- 出版日期: 2006-01-23
- 定價: $1,240
- 售價: 3.2 折 $399
- 語言: 英文
- 頁數: 350
- 裝訂: Paperback
- ISBN: 0240807626
- ISBN-13: 9780240807621
-
相關分類:
行銷/網路行銷 Marketing
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商品描述
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.
Table Of Contents
1: Promoting the Media, Scope & Goals 2: Commercial Radio Production 3: Local TV Station Promotion, News, Syndication and Sales 4: Management, Research and Budgeting for Production 5: Designing Promotional Messages 6: Network TV Promotion 7: Cable TV Promotion 8: New Media Promotion 9: Promotion in Public TV and Radio 10: Global Marketing and Promotion of TV. Glossary.
商品描述(中文翻譯)
**描述**
這本成功的《廣播、電視及網路的推廣與行銷》第五版，對於最新的媒體平台——網際網路，進行了重要且及時的探討。在其新標題《廣播、電視及網際網路的媒體推廣與行銷》第五版中，對於這個行業及最新的媒體推廣與行銷策略進行了全新的審視。
本書從網路及地方電視、電纜、網際網路和廣播（包括公共廣播）的角度探討媒體製作的範疇和目標。主題包括：推廣的目標；推廣研究；廣播、印刷及網路訊息設計；廣播推廣；電視網絡及電台推廣與新活動；非商業廣播及電視推廣；電纜行銷與推廣；推廣的研究與預算；聯播節目行銷；全球及國際推廣與行銷；以及線上行銷與推廣。
**目錄**
1: 媒體推廣、範疇與目標
2: 商業廣播製作
3: 地方電視台推廣、新聞、聯播及銷售
4: 製作的管理、研究與預算
5: 設計推廣訊息
6: 網絡電視推廣
7: 有線電視推廣
8: 新媒體推廣
9: 公共電視與廣播的推廣
10: 電視的全球行銷與推廣
術語表。
