Overview

This collection examines research on the promotion of television and radio programmes. On-air and print promotion share characteristics with advertising messages and with programming, but promotion occupies a special place in industry and in theory. Each chapter in this volume includes an extensive review of the literature, an original study of some aspect of promotion, and an extended discussion of questions that should be explored in subsequent research. This structure makes the book useful for stimulating additional research studies by graduate students. The book provides both a broad background in the opening chapters and specific applications to particular media. After an orienting chapter, the chapter topics in part 1 include theory, structure and content, sex and violence in promotion, and media branding. Part 2 contains applications to the specific media of children's television, sports, news, movies, radio and the Internet. Presenting recent research and theory in media promotion and exploring future directions, this book: provides discussions of several theories that can be utilized to explain the impact of promotion, suitable for elucidation in subsequent studies; features extended reviews of the literature in ten areas; contains nine original studies exploring different kinds of promotion, using widely diverse methods and approaches; supplies a wealth of ideas for follow-up studies and suggestions of new areas for exploration; includes many tables, bar graphs and pie charts illustrating the findings - suitable for reproduction on overhead transparencies or in Power Point for class discussion; and presents an extended bibliography in each chapter, reaching into the scholarly advertising and marketing literature, the academic programming literature, and the industry's trade reports and articles.

Full Product Details

9780805833829

Table of Contents

Reviews

""The mere fact that so much information has been captured, analyzed, and deposited in one convenient volume makes this book a worthwhile purchase."" —The Journal of Media Economics ""The contributors to this project have wisely taken an interdisciplinary approach, where knowledge has been borrowed and adapted from such diverse sources as consumer behavior, brand marketing, advertising, and social psychology. The chapter references alone are reason enough to praise book."" —The Journal of Media Economics ""Research in Media Promotion is a gateway to an important part of the media world that has received little attention from scholars. 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."" —Joseph Turow Annenberg School for Communication, University of Pennsylvania ""While other texts have covered various promotional strategies and stressed the need to do promotion and to do it well, this book breaks much-needed new ground by placing promotion in a solid research context. 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."" —Timothy P. 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. 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."" —James G. Webster Northwestern University

"""The mere fact that so much information has been captured, analyzed, and deposited in one convenient volume makes this book a worthwhile purchase."" —The Journal of Media Economics ""The contributors to this project have wisely taken an interdisciplinary approach, where knowledge has been borrowed and adapted from such diverse sources as consumer behavior, brand marketing, advertising, and social psychology. The chapter references alone are reason enough to praise book."" —The Journal of Media Economics ""Research in Media Promotion is a gateway to an important part of the media world that has received little attention from scholars. 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."" —Joseph Turow Annenberg School for Communication, University of Pennsylvania ""While other texts have covered various promotional strategies and stressed the need to do promotion and to do it well, this book breaks much-needed new ground by placing promotion in a solid research context. 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."" —Timothy P. 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. 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."" —James G. Webster Northwestern University"

The mere fact that so much information has been captured, analyzed, and deposited in one convenient volume makes this book a worthwhile purchase. -The Journal of Media Economics The contributors to this project have wisely taken an interdisciplinary approach, where knowledge has been borrowed and adapted from such diverse sources as consumer behavior, brand marketing, advertising, and social psychology. The chapter references alone are reason enough to praise book. -The Journal of Media Economics Research in Media Promotion is a gateway to an important part of the media world that has received little attention from scholars. 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. -Joseph Turow Annenberg School for Communication, University of Pennsylvania While other texts have covered various promotional strategies and stressed the need to do promotion and to do it well, this book breaks much-needed new ground by placing promotion in a solid research context. 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. -Timothy P. 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. 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. -James G. Webster Northwestern University

The mere fact that so much information has been captured, analyzed, and deposited in one convenient volume makes this book a worthwhile purchase. -The Journal of Media Economics The contributors to this project have wisely taken an interdisciplinary approach, where knowledge has been borrowed and adapted from such diverse sources as consumer behavior, brand marketing, advertising, and social psychology. The chapter references alone are reason enough to praise book. -The Journal of Media Economics Research in Media Promotion is a gateway to an important part of the media world that has received little attention from scholars. 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. -Joseph Turow Annenberg School for Communication, University of Pennsylvania While other texts have covered various promotional strategies and stressed the need to do promotion and to do it well, this book breaks much-needed new ground by placing promotion in a solid research context. 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. -Timothy P. 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. 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. -James G. Webster Northwestern University

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Susan Tyler Eastman

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