MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02918nam a2200289 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
CUTN |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190130150523.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
050415s2005 ne a 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0240807537 (pbk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780240807539 |
| 041 ## - LANGUAGE CODE |
|---|
| Language |
English |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
384.551 |
| Edition number |
22 |
| Item number |
MCD |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
McDowell, Walter. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Branding TV : |
| Remainder of title |
principles and practices / |
| Statement of responsibility, etc |
Walter McDowell and Alan Batten. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
Amsterdam ; |
| -- |
London : |
| Name of publisher, distributor, etc |
Focal, |
| Date of publication, distribution, etc |
c2005. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
x, 158 p. : |
| Other physical details |
ill. ; |
| Dimensions |
24 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Previous ed.: Washington, D.C.: National Association of Broadcasters. 1999. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Title |
The Principles of Branding TV --<br/> |
| -- |
Competition Changes Everything --<br/><br/> |
| -- |
Branding is Just a Fancy Name for Promotion, Right? --<br/><br/><br/> |
| -- |
Branding and the Marketing Mix --<br/><br/><br/><br/> |
| -- |
Why People Like Brands --<br/><br/><br/><br/><br/> |
| -- |
Sales Promotion as Branding --<br/><br/><br/><br/><br/> |
| -- |
Say What You Mean, Mean What You Say: The Jargon of Brand Management --<br/><br/><br/><br/><br/><br/> |
| -- |
TV Brand Equity: Why Brand Equity Is a Good Thing --<br/><br/><br/><br/><br/><br/> |
| -- |
Learning from Radio --<br/><br/><br/><br/><br/><br/> |
| -- |
Building TV Brand Equity --<br/><br/><br/><br/><br/><br/> |
| -- |
Measuring TV Brand Equity --<br/><br/><br/><br/><br/><br/><br/> |
| -- |
The Practice of Branding TV --<br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Who's in Charge of the Execution? --<br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
First, You Need a Plan --<br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
What to Brand: Setting Priorities --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Using On-Air Media for Branding --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Effective Use of Advertising Media --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Public Relations and Contests as Branding Tools --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
The Television Station: WFXX --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Dealing with the Digital World --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Legal Issues Surrounding Branding: Branding and the Law --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
The Future: Limitless Choice and the Future of TV Branding --<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| -- |
Basic Training: How To Read A Rating Book.<br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/><br/> |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
Branding TV: Principles and Practices, Second Edition, goes beyond the jargon of branding to explain the essential principles underlying successful branding. In addition, it 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. Researched and written by seasoned broadcast professionals, this book shows how the principles of branding are prevalent in the battle for dominance in local news. The many 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Television broadcasting. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Brand name products. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Batten, Alan. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
General Books |
| 710 2# - ADDED ENTRY--CORPORATE NAME |
|---|
| Corporate name or jurisdiction name as entry element |
National Association of Broadcasters. |
