Branding TV : principles and practices / Walter McDowell, Alan Batten.
By: McDowell, Walter
Contributor(s): Batten, Alan | National Association of BroadcastersPublisher: Oxford : Focal, 2005Edition: 2nd edDescription: 213 p001: 26797ISBN: 0240807537 (pbk.) :Subject(s): Television broadcasting | Branding | Corporate image | Television companiesDDC classification: 384.551 MCD
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Enhanced descriptions from Syndetics:
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.
Previous ed.: Washington, D.C.: National Association of Broadcasters. 1999.
Table of contents provided by Syndetics
- Introduction To Second Edition (p. ix)
- About the Authors (p. xi)
- I The Principles of Branding TV
- 1 Competition Changes Everything (p. 3)
- 2 Branding is Just a Fancy Name for Promotion, Right? (p. 9)
- 3 Branding and the Marketing Mix (p. 13)
- 4 Why People Like Brands (p. 17)
- 5 Sales Promotion as Branding (p. 21)
- 6 Say What You Mean, Mean What You Say: The Jargon of Brand Management (p. 23)
- 7 TV Brand Equity: Why Brand Equity Is a Good Thing (p. 31)
- 8 Learning from Radio (p. 35)
- 9 Building TV Brand Equity (p. 39)
- 10 Measuring TV Brand Equity (p. 53)
- II The Practice of Branding TV
- 11 Who's in Charge of the Execution? (p. 73)
- 12 First, You Need a Plan (p. 75)
- 13 What to Brand: Setting Priorities (p. 79)
- 14 Using On-Air Media for Branding (p. 87)
- 15 Effective Use of Advertising Media (p. 93)
- 16 Public Relations and Contests as Branding Tools (p. 107)
- 17 The Television Station: WFXX (p. 111)
- 18 Dealing with the Digital World (p. 125)
- 19 Legal Issues Surrounding Branding: Branding and the Law (p. 129)
- 20 The Future: Limitless Choice and the Future of TV Branding (p. 141)
- Appendices
- A Recommended Reading (p. 143)
- B Basic Training: How To Read A Rating Book (p. 145)
- Subject Index (p. 151)
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