Susan Tyler Eastman - Research in Media Promotion (Leas Communication Series)

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title	:	Research in Media Promotion LEA's Communication Series
author	:	Eastman, Susan Tyler.
publisher	:	Lawrence Erlbaum Associates, Inc.
isbn10 | asin	:	080583382X
print isbn13	:	9780805833829
ebook isbn13	:	9780585365473
language	:	English
subject	Advertising--Television programs--United States.
publication date	:	2000
lcc	:	PN1992.8.A32R47 2000eb
ddc	:	659.1/930223
subject	:	Advertising--Television programs--United States.

Page i Research in Media Promotion

Page ii LEA'S COMMUNICATION SERIES Jennings Bryant/Dolf Zillmann, General Editors Selected titles in Broadcasting (James E. Fletcher, Advisory Editor) include: Beville Audience RatingsRadio, Television, CableRevised Edition MacFarland Future Radio Programming Strategies: Cultivating Listenership in the Digital Age, Second Edition Metallinos Television Aesthetics: Perceptual, Cognitive, and Compositional Bases Orlik Electronic Media Criticism: Applied Perspectives, Second Edition Plum Underwriting 101: Selling College Radio Webster/Phalen/Lichty Ratings Analysis: The Theory and Practice of Audience Research, Second Edition For a complete list of other titles in LEA's Communication Series, please contact Lawrence Erlbaum Associates, Publishers

Page iii Research in Media Promotion Edited by Susan Tyler Eastman Indiana University

Page iv Copyright 2000 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microform, retrieval system, or any other means, without the prior written permission of the publisher. Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, New Jersey 07430 Library of Congress Cataloging-in-Publication Data Research in media promotion / edited by Susan Tyler Eastman. p. cm. (LEA's communication series) A collection of 11 original studies. Includes bibliographical references and indexes. ISBN 0-8058-3382-X (cloth : alk. paper) 1. Advertising Television programs United States. I. Eastman, Susan Tyler. II. Series. PN1992.8.A32 R47 2000 659.1'930223 dc21 99-087341 CIP Books published by Lawrence Erlbaum Associates are printed on acid-free paper, and their bindings are chosen for strength and durability. Printed in the United States of America 10 9 8 7 6 5 4 3 2 1

Page v CONTENTS Preface viii Author Biographies ix Part I Introduction to Research About Promotion 1 Orientation to Promotion and Research Susan Tyler Eastman 3 2 Applying Theory to the Practice of Promotion Elizabeth M. Perse 19 3 Structure and Content in Promotion Research Susan Tyler Eastman and Paul D. Bolls 55 4 Sex and Violence in Program Promotion James R. Walker 101 5 Television Branding as Promotion Robert V. Bellamy, Jr., and Paul J. Traudt 127

Page vi Part II Applications of Research in Promotion 6 Promotion in Children's Programming Walter Gantz and Nancy C. Schwartz 163 7 Promotion In and About Sports Programming Susan Tyler Eastman and Andrew C. Billings 203 8 Promotion of Theatrical Movies William J. Adams and Charles A. Lubbers 231 9 Television Newscast Promotion and Marketing Joseph G. Buchman 265 10 Promotion of Radio Gregory D. Newton and Robert F. Potter 297 11 Online Program Promotion Douglas A. Ferguson 323 Author Index 349 Subject Index 359

Page vii PREFACE 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.

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