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ISBN Quantity:. Most VitalSource eBooks are available in a reflowable EPUB format which allows you to resize text to suit you and enables other accessibility features. Where the content of the eBook requires a specific layout, or contains maths or other special characters, the eBook will be available in PDF PBK format, which cannot be reflowed.

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For both formats the functionality available will depend on how you access the ebook via Bookshelf Online in your browser or via the Bookshelf app on your PC or mobile device. Eastman 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.

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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.

Contents: Preface. Eastman, Orientation to Promotion and Research. Perse, Applying Theory to the Practice of Promotion.

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Eastman, P. Bolls, Structure and Content in Promotion Research. Walker, Sex and Violence in Program Promotion. Bellamy Jr. Traudt, Television Branding as Promotion. Gantz, N. Schwartz, Promotion in Children's Programming.

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Eastman, A. Billings, Promotion in and About Sports Programming. Adams, C. Lubbers, Promotion of Theatrical Movies. Buchman, Television Newscast Promotion and Marketing. Newton, R. Potter, Promotion of Radio. Ferguson, Online Program Promotion.

Research in media promotion

The chapter references alone are reason enough to praise book. Serious, systematic, and consistently interesting, its contributors provide a great start toward illuminating a world of symbol-creation that strongly influences what so many people see, hear, touch, and think about. How promotion works or doesn't work is linked to research and theory and distances the process from the usual after-the-fact guesswork that occurs in creating and evaluating promotional efforts.

Of particular note are invaluable chapters provided by Eastman on the overview of media promotion research, by Perse who covers the need for a theoretical base, by Bellamy and Traudt who bring a product branding orientation to television networks and programs, and by Ferguson who provides a timely and comprehensive overview of online program promotion.

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Meyer University of Wisconsin, Green Bay. Susan Eastman and the contributors to this volume tackle the subject head-on with an eclectic mix of working theory and scholarship--drawing on everything from communication research to cognitive psychology to marketing and the trade press. In doing so, Research in Media Promotion fills an important gap in an area of growing importance to both industry and academe. Webster Northwestern University. We use cookies to improve your website experience. To learn how to manage your cookie settings, please see our Cookie Policy.

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Book Description Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs. Table of Contents Contents: Preface. View More. View Less. Reviews "The mere fact that so much information has been captured, analyzed, and deposited in one convenient volume makes this book a worthwhile purchase. Meyer University of Wisconsin, Green Bay "As media outlets proliferate, offering people evermore ways to spend their time, program promotion becomes an increasingly important tool for building and maintaining audiences.

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