Book Cover; Title; Copyright; Contents; Preface; Author Biographies; I INTRODUCTION TO RESEARCH ABOUT PROMOTION; 1 Orientation to Promotion and Research; 2 Applying Theory to the Practice of Promotion; 3 Structure and Content in Promotion Research; 4 Sex and Violence in Program Promotion; 5 Television Branding as Promotion; II APPLICATIONS OF RESEARCH IN PROMOTION; 6 Promotion in Children's Programming; 7 Promotion In and About Sports Programming; 8 Promotion of Theatrical Movies; 9 Television Newscast Promotion and Marketing; 10 Promotion of Radio; 11 Online Program Promotion; Author Index
Subject Index
Summary
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 a
