Branding TV Principles and Practices

ISBN-10: 0240807537
ISBN-13: 9780240807539
Edition: 2nd 2005 (Revised)
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Description: In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of  More...

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Book details

List price: $58.95
Edition: 2nd
Copyright year: 2005
Publisher: Taylor & Francis Group
Publication date: 7/19/2005
Binding: Paperback
Pages: 170
Size: 7.25" wide x 9.25" long x 0.50" tall
Weight: 0.946
Language: English

In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise. Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace. * Includes definitions of branding concepts, ways to measure brand equity, and a discussion of legal considerations *Published with the National Association of Broadcastersone of the leading broadcast organizations * Author team has more than 50 years combined experience! * Second edition is fully revised to include transition to digital, ownership consolidation, and the marketing relationship between stations and networks

Introduction To Second Edition
About the Authors
The Principles of Branding TV
Competition Changes Everything
Branding is Just a Fancy Name for Promotion, Right?
Branding and the Marketing Mix
Why People Like Brands
Sales Promotion as Branding
Say What You Mean, Mean What You Say: The Jargon of Brand Management
TV Brand Equity: Why Brand Equity Is a Good Thing
Learning from Radio
Building TV Brand Equity
Measuring TV Brand Equity
The Practice of Branding TV
Who's in Charge of the Execution?
First, You Need a Plan
What to Brand: Setting Priorities
Using On-Air Media for Branding
Effective Use of Advertising Media
Public Relations and Contests as Branding Tools
The Television Station: WFXX
Dealing with the Digital World
Legal Issues Surrounding Branding: Branding and the Law
The Future: Limitless Choice and the Future of TV Branding
Appendices
Recommended Reading
Basic Training: How To Read A Rating Book
Subject Index

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