Research in Media Promotion
Edited by Susan Tyler Eastman
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Research in Media Promotion by Susan Tyler Eastman
Book DescriptionEastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs. The studies included here explore various types of promotion and use widely differing methods and approaches, providing a comprehensive overview of promotion research activities. Chapters include extensive literature reviews, original research, and discussion of research questions for subsequent study. Research in Media Promotion serves as a benchmark for the current state of promotion research and theory, and establishes the role of promotion as a primary factor affecting audience size. Appropriate for coursework and study in programming, marketing, research methods, management, and industry processes and practices, this volume offers agenda items for future study and is certain to stimulate new research ideas.
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Book DetailsISBN: 9780805833829
(229mm x 152mm x 25mm)
Imprint: Lawrence Erlbaum Associates Inc
Publisher: Lawrence Erlbaum Associates Inc
Publish Date: 12-Sep-2000
Country of Publication: United States
Books By Author Susan Tyler Eastman
Media Promotion and Marketing for Broadcasting, Cable and the Internet, Paperback (March 2006)» View all books by Susan Tyler Eastman
Takes a look at the media industry and the strategies for media promotion and marketing. This book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio. It includes topics such as: goals of promotion; research in promotion; on-air, print, Web message design; and more.
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