Description

The introduction explains that promotion and marketing are essential activities in the media industry because they help organizations attract audiences, build brand identity, and increase the value of media products and services. It discusses how competition among broadcasting, cable, and online platforms has made effective marketing strategies increasingly important. The authors introduce key concepts such as audience research, promotional planning, message design, budgeting, and the use of different media channels to reach viewers and listeners. The book aims to provide students and media professionals with an understanding of how promotional campaigns are developed and implemented in a changing media environment, including the growing influence of the internet and digital technologies.