CHAPTER 5
Designing On-Air, Print, and Online Promotion
Susan Tyler Eastman
Designers and managers of promotion and marketing need to be able to defend their decisions about promotional materials and say why one design is more likely to be more effective than another. At the network and major station level, such designers and their bosses normally have plenty of experience and a track record to back up their decisions, but local designers and managers of promotion need verbal ammunition to fight frequent skirmishes. And the heads of stations and systems need to be able to communicate effectively with the people who plan and realize promotional designs. This chapter provides some bullets for the art wars.
Battles occur because the inclinations ...
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