Media Promotion & Marketing for Broadcasting, Cable & the Internet, 5th Edition

CHAPTER 1

Promoting the Media: Scope and Goals

Susan Tyler Eastman, Douglas A. Ferguson, and Robert A. Klein

Although the field of promotion is part of the larger field of marketing, promotion of electronic media content differs strikingly from marketing of other products. Many excellent textbooks about marketing exist, but most focus on consumer products for sale. They talk about how to use coupons, direct mail, point-of-purchase displays, ties-ins, games and contests, and premiums and incentives to get consumers to buy products — all topics that come up in this book. The key distinction, illustrated in 1.1, is that a particular tube of toothpaste or box of cereal is identical to thousands of other tubes or boxes, whereas, in contrast, every ...