Research in Media Promotion (Lea's Communication Series) by Susan Tyler Eastman

By Susan Tyler Eastman

Eastman has assembled this exemplary quantity to highlight media advertising and to envision present learn at the advertising of tv and radio courses. The stories incorporated right here discover a number of sorts of promoting and use largely differing equipment and methods, delivering a accomplished evaluate of merchandising examine actions. Chapters comprise wide literature studies, unique study, and dialogue of study questions for next learn. learn in Media advertising serves as a benchmark for the present nation of advertising learn and idea, and establishes the position of advertising as a first-rate issue affecting viewers dimension. applicable for coursework and research in programming, advertising and marketing, study tools, administration, and tactics and practices, this quantity bargains time table goods for destiny research and is bound to stimulate new examine principles.

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Research in Media Promotion (Lea's Communication Series)

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Adams and Charles A. Lubbers look at industry practices in promoting theatrical movies in the eighth chapter. Because this topic will be unfamiliar to most readers, they provide a useful primer on movie promotion, analyzing the roles of premieres, awards, previews, merchandising, and product placement as types of promotion especially critical to the movie business. Then they illuminate the interesting influences of movie Page 16 critics on ticket sales and on the Academy Awards in the dual study they conducted for this book.

1999). ). Mahwah, NJ: Lawrence Erlbaum Associates. Webster, J. , & Phalen, P. F. (1997). The mass audience: Rediscovering the dominant model. Mahwah, NJ: Lawrence Erlbaum Associates. Page 19 2 Applying Theory to the Practice of Promotion Elizabeth M. Perse University of Delaware Most of the work on television programming and promotion has been drawn from a ''loose body of beliefs supported by some tested propositions that the practitioners of programming use to make predictions" (Eastman, 1998, p.

As objects of scholarly research, promos possess characteristics paralleling and differing from other product advertising and have significance for scholarly study of business practices and behavior responses. Third, promos are clearly related to viewing. They have been demonstrated to influence viewing in empirical studies, and they have the weight of decades of industry tradition behind them. Entire departments at networks and stations are devoted to the production (and scheduling) of promotion, and their use in the industry has matured to the stage that some companies specialize in the production of promotional spots (and associated print and online promotion).

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