Promotion and marketing are key to communicating the attractiveness of media programs and services to audiences. Under its new title, Media Promotion and Marketing, Fifth Edition explores the scope and goals of media promotion from the perspective of radio, network and local television, and cable and public broadcasting. The newest edition of this highly-regarded textbook takes an important, timely look at the newest media venue, the Internet, and takes a fresh look at the industry and the latest strategies for media promotion and marketing.