By Susan Tyler Eastman
ISBN-10: 0585365474
ISBN-13: 9780585365473
ISBN-10: 080583382X
ISBN-13: 9780805833829
Eastman has assembled this exemplary quantity to focus on media merchandising and to ascertain present examine at the advertising of tv and radio courses. The reports integrated right here discover numerous different types of merchandising and use largely differing tools and techniques, delivering a entire review of advertising study actions. Chapters comprise wide literature studies, unique study, and dialogue of study questions for next learn. study in Media merchandising serves as a benchmark for the present country of merchandising study and thought, and establishes the function of advertising as a prime issue affecting viewers dimension. acceptable for coursework and research in programming, advertising and marketing, examine tools, administration, and tactics and practices, this quantity deals schedule goods for destiny research and is bound to stimulate new examine principles.
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Additional resources for Research in Media Promotion (Lea's Communication Series)
Sample text
For a decade or more, television viewers have been able to tape programs for later viewing and change channels at whim, disrupting the impact of program lineup strategies and reducing audience manipulability. The widespread use of videotape recorders and remote controls has ratcheted up the importance of promotion as a tool for distinguishing among competing services and for making multiple uses of the media possible. The likelihood of technological media convergence creates still another capacity in which promotion will be important the educational function of teaching users how the newest electronic world operates.
Other Page 12 measures, such as recall tests and physiological assessments of attention and involvement, are more suited to experiments testing fundamental aspects of the communication and thinking processes. As the rest of this book shows, the study of promotion bears on many aspects of cognition, behavior, and attitudes. Factors Affecting Ratings Because the most common dependent measure used to evaluate the success (or lack thereof) of on-air television promotion has been ratings, it is necessary to understand where ratings come from and what limitations they have.
Because its effectiveness is directly related to audience size as well as audience viewing patterns, promotion thus has considerable monetary as well as conceptual significance. Still another body of research has as its primary purpose the retention of viewers or listeners. Radio stations host near-daily giveways to keep their audiences satisfied and coming back, a practice being copied by some cable networks and television stations. The distribution of program guides by cable systems and public broadcasters is another retentive device intended to make the use of media more convenient and thus more fulfilling.
Research in Media Promotion (Lea's Communication Series) by Susan Tyler Eastman
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