Research in Media Promotion (Hardcover)

Contents: Preface. Part I: Introduction to Research About Promotion. S.T. Eastman, Orientation to Promotion and Research. E.M. Perse, Applying Theory to the Practice of Promotion. S.T. Eastman, P.D. Bolls, Structure and Content in Promotion Research. J.R. Walker, Sex and Violence in Program Promotion. R.V. Bellamy Jr., P.J. Traudt, Television Branding as Promotion. Part II: Applications of Research in Promotion. W. Gantz, N.C. Schwartz, Promotion in Children's Programming. S.T. Eastman, A.C. Billings, Promotion in and About Sports Programming. W.J. Adams, C.A. Lubbers, Promotion of Theatrical Movies. J.G. Buchman, Television Newscast Promotion and Marketing. G.D. Newton, R.F. Potter, Promotion of Radio. D.A. Ferguson, Online Program Promotion.