Promotion and marketing for broadcasting, cable, and the web / edited by Susan Tyler Eastman, Douglas A. Ferguson, Robert A. Klein.

Contributor Eastman, Susan Tyler.

Edition Statement:4th ed.

Imprint:Boston : Focal Press, c2002.

Descriptionxiii, 274 p. : ill. ; 24 cm.

Note:Marketing the Media: Scope and Goals / Douglas A. Ferguson, Susan Tyler Eastman, Robert A. Klein. - Designing On-Air, Print, and On-Line Promotion / Susan Tyler Eastman. - Commercial Radio Promotion / Joseph G. Buchman. - Network Television Promotion / Douglas A. Ferguson. - Local Station Television Promotion / Douglas A. Ferguson, Bradley A. Moses. - Cable Marketing and Promotion / Randy D. Jacobs, Robert A. Klein. - Promotion in Public Television and Radio / Robert K. Avery, Suzann Mitten Owen. - Management, Research, and Budgeting in Promotion / Michael O. Wirth, Ronald J. Rizzuto. - Marketing to Affiliates, Buyers, and Advertisers / William Jenson Adams. - Global Promotion and Marketing of Television / Robert V. Bellamy, Jr., James B. Chabin. - Internet Marketing and Promotion / Robert A. Klein, Stephen Masiclat.

Bibliography Note:Includes bibliographical references (p. 259-263) and index.

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