Download Media Promotion & Marketing for Broadcasting, Cable & the by Susan Tyler Eastman, Douglas A. Ferguson, Robert Klein PDF

By Susan Tyler Eastman, Douglas A. Ferguson, Robert Klein

This 5th version of the winning advertising and advertising for Broadcasting, Cable, and the internet, 4ed takes a major, well timed examine the latest media venue, the net. less than its new identify, Media promoting and advertising for Broadcast, Cable and the web, 5ed it takes a clean examine the and the most recent suggestions for media merchandising and marketing.The e-book explores the scope and targets of media construction from the views of community and native tv, cable, web and radio, together with public broadcasting. subject matters comprise: ambitions of merchandising; examine in advertising; on-air, print, and internet message layout; radio promoting; tv community and station merchandising and new campaigns; non-commercial radio and tv promoting; cable advertising and promoting; learn and budgeting for advertising; syndicated application advertising; international and foreign promoting and advertising; and affiliate marketing and advertising. *The word list is again! *Learn how one can construct a TV/cable/radio/Internet viewers *Understand streaming media as a strong merchandising instrument

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Extra resources for Media Promotion & Marketing for Broadcasting, Cable & the Internet, Fifth Edition

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Promoting the Media: Scope and Goals Hypoing, Phony Testimonials, and Payola Promotion departments always share ethical responsibility with other employees for the social effects of both the broadcast programs and the commercial advertising messages. Quantities and types of violence and sexual content on program promotions are issues of broad social concern that reach far beyond quibbles about good taste or puffery. They have resulted in loss of audience and sales for media companies. Another fundamental social concern is the long-term effect of mass consumerism projected in broadcast programming when many people in the world do not possess even the necessities of life.

Indeed, it is important to recognize that radio listening frequently occurs while people are engaged in other activities and is secondary to those activities. Except at night, most radio listening takes place away from the home. One-quarter of all listening takes place at work, and more than one-third happens in cars (Arbitron, 2005). Different audience segments tend to listen at different times of the day because radio fits into and around the things people do every day. For adult men and women, listening peaks during the weekday morning and afternoon drive periods; for teenagers, listening is heaviest during weekday afternoons and on weekends (Arbitron, 2005).

This stipulation applies to both hired actors and members of the public; it does not apply to news footage, celebrities, or public officials. Shots of people participating in large-scale public activities, such as rallies, parades, or fairs, are exempted from the need for releases. Recognizability is the criterion determining when a signed release must be obtained from a casually recorded member of the public (who did not seek recording and was not participating in a mass activity). In producing promotional spots, it must be assumed by management that payment may be required if members of the public are asked to be on camera or to take direction of any kind.

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