Justin Wyatt

Creating the Viewer

Market Research and the Evolving Media Ecosystem

• Broschiertes Buch

Produktbeschreibung

A study of the largely hidden world of primary media market research and the different methods used to understand how the viewer is pictured in the industry.

Produktdetails

• Verlag: University of Texas Press
• Seitenzahl: 328
• Erscheinungstermin: 23. April 2024
• Englisch
• Abmessung: 228mm x 152mm x 25mm
• Gewicht: 486g
• ISBN-13: 9781477329061
• ISBN-10: 1477329064
• Artikelnr.: 68932958

Autorenporträt

Justin Wyatt is an associate professor of communication studies, film/media, and journalism at the University of Rhode Island, the author of multiple books, including High Concept: Movies and Marketing in Hollywood, and co-editor of Screening American Independent Film and Refocus: The Later Films and Legacy of Robert Altman.

Inhaltsangabe

1. Preface
2. Part I: Introduction
* 1. Considering Viewership
* 2. The Terrain of Media Market Research: Partners, Projects &
Collaboration
3. Part II: The Battery of Media Market Research Studies
* 3. Pilot Testing & Series Maintenance
* Appendix to Chapter 3
* 4. Brand Alignment & Derailment
* Appendix to Chapter 4
* 5. Talent Testing & Media Research: Gauging Awareness & Connection
* Appendix to Chapter 5
* 6. Ideation & Content Co-creation
* Appendix to Chapter 6
4. Part III: Rethinking the Viewer
* 7. The (Manipulated) Performance of Market Research
* 8. A Corrective for Media Market Research & You
* Appendix to Chapter 8
5. Acknowledgments
6. Glossary
7. Notes
8. Works Cited
9. Index