Promotion and marketing for broadcasting, cable, and the web /

Promotion and marketing for broadcasting, cable, and the web /

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Bibliographic Details
Edition:	4th ed.
Imprint:	Boston : Focal Press, c2002.
Description:	xiii, 274 p. : ill. ; 24 cm.
Language:	English
Subject:	Television broadcasting -- Marketing. Radio broadcasting -- Marketing. Cable television -- Marketing. Cable television -- Marketing. Radio broadcasting -- Marketing. Television broadcasting -- Marketing.
Format:	Print Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/4602948

Hidden Bibliographic Details
Other authors / contributors:	Eastman, Susan Tyler. Klein, Robert A., 1928- Ferguson, Douglas A.
ISBN:	024080497X (pbk. : alk. paper)
Notes:	Includes bibliographical references (p. 259-263) and index.

Table of Contents:

Foreword
Acknowledgments
Contributing Authors
1. Marketing the Media: Scope and Goals
2. Designing On-Air, Print, and On-Line Promotion
3. Commercial Radio Promotion
4. Network Television Promotion
5. Local Station Television Promotion
6. Cable Marketing and Promotion
7. Promotion in Public Television and Radio
8. Management, Research, and Budgeting in Promotion
9. Marketing to Affiliates, Buyers, and Advertisers
10. Global Promotion and Marketing of Television
11. Internet Marketing and Promotion
Selected Bibliography
Index