영문목차
Foreword vii
Acknowledgments ix
Detailed Contents xi
1. Promoting the Media: Scope and Goals 1
Susan Tyler Eastman, Douglas A. Ferguson, and Robert A. Klein
2. Marketing Radio 31
Gregory D. Newton
3. Local Television Promotion: News, Syndication, and Sales 59
Douglas A. Ferguson and William J. Adams
4. Management, Research, and Budgeting in Promotion 99
Michael O. Wirth and Ronald J. Rizzuto
5. Designing On-Air, Print, and Online Promotion 127
Susan Tyler Eastman
6. Network Television Promotion 163
Douglas A. Ferguson
7. Cable Marketing and Promotion 191
Robert A. Klein
8. New Media Promotion 223
Steven Masiclat and Robert A. Klein
9. Promotion in Public Television and Radio 247
Robert K. Avery and Mary L. Dickson
10. Global Promotion and Marketing of Television 279
Robert V. Bellamy, Jr., and James B. Chabin
About the Contributing Authors 303
Glossary 307
Selected Bibliography 321
Index 325