Branding TV Principles and Practices

Name: Branding TV Principles and Practices
Availability: InStock
ISBN: 9780240807539

ISBN-10: 0240807537

ISBN-13: 9780240807539

Edition: 2nd 2005 (Revised)

Authors: Walter McDowell, Alan Batten

List price: $63.95

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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 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…

Book details

List price: $63.95
Edition: 2nd
Copyright year: 2005
Publisher: Taylor & Francis Group
Publication date: 7/19/2005
Binding: Paperback
Pages: 170
Size: 7.72" wide x 9.37" long x 0.16" tall
Weight: 0.704
Language: English



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