Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5/e (Paperback)

Susan Tyler Eastman, Douglas A. Ferguson, Robert Klein

Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5/e (Paperback)
  • 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

    • 立即出貨 (庫存 < 4)

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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、有線電視和網絡的推廣和營銷》第五版，對最新的媒體場所——互聯網，進行了重要而及時的探討。在新標題《廣播、有線電視和互聯網的媒體推廣和營銷》下，第五版對該行業和最新的媒體推廣和營銷策略進行了全新的研究。

本書從網絡和本地電視、有線電視、互聯網和廣播（包括公共廣播）的角度探討了媒體製作的範圍和目標。主題包括：推廣的目標；推廣研究；節目在空中、印刷和網絡上的訊息設計；廣播推廣；電視網絡和電視台的推廣和新的宣傳活動；非商業廣播和電視的推廣；有線電視的營銷和推廣；推廣的研究和預算；綜合節目的營銷；全球和國際的推廣和營銷；以及在線營銷和推廣。


 

 目錄



1: 媒體推廣的範圍和目標 2: 商業廣播製作 3: 本地電視台的推廣、新聞、聯播和銷售 4: 管理、研究和製作預算 5: 設計推廣訊息 6: 電視網絡的推廣 7: 有線電視的推廣 8: 新媒體的推廣 9: 公共電視和廣播的推廣 10: 電視的全球營銷和推廣。詞彙表。


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