Research in Media Promotion

Research in Media Promotion

Research in Media Promotion

Research in Media Promotion

Synopsis

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. 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.

Excerpt

This book is the first in a series that will focus on research about program promotion. Once disdained in news and television programming, but long of prime concern in the radio business, effective promotion had become strategically important for the television industry by the mid-1990s as a result of intensified competition on the domestic and international fronts. The next frontier, without question, will be the online medium, and promotion will be particularly crucial to success on the Internet and its offshoots and successors. It is now a truism that the greater the number of competitors, the more critical effective promotion becomes.

This book brings together a decade of scholarly studies and trade articles published in a wide range of journals and magazines with the goals of providing a forum for discussion and fostering more research that utilizes promotional materials. In both theory and application, a great quantity of additional research is needed to understand promotion's range of effects in the three media -- on-air, print, and online. Moreover, the short length and special characteristics of on-air promotion makes it ideal for many studies of cognitive processes. Most of the original studies reported in this book are exploratory rather than theory testing only because so little has been accomplished in this area so far, but it is expected that these studies will provoke follow-up studies and new investigations that will be contributed by the book's readers to subsequent volumes. The impact of program promotion on ratings has surfaced as a new variable in the arena of programming research, supplementing -- but not supplanting -- such tra-

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