MARC details
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07198cam a2200385 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
UkOxU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20200519155820.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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160212s2016 enka b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780749476687 |
| 041 ## - LANGUAGE CODE |
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| Language |
English |
| 042 ## - AUTHENTICATION CODE |
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| Authentication code |
pcc |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
384.550 |
| Edition number |
23 |
| Item number |
BRY |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Bryant, Andy, |
| 245 14 - TITLE STATEMENT |
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| Title |
The TV brand builders : |
| Remainder of title |
how to win audiences and influence viewers / |
| Statement of responsibility, etc |
Andy Bryant, Charlie Mawer. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Place of publication, distribution, etc |
London ; Philadelphia : |
| Name of publisher, distributor, etc |
KoganPage, |
| Date of publication, distribution, etc |
2016. |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xv, 328 pages : |
| Other physical details |
illustrations ; |
| Dimensions |
24 cm |
| 505 8# - FORMATTED CONTENTS NOTE |
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| Contents |
Machine generated contents note: AcknowledgementsIntroduction Part one The context 1 Marketing in the world of television -- The invisible pyramid -- Marketers as content makers -- Keeping a distance -- Too many cooks? -- The tao of tv marketing -- Three sides of a triangle -- When it all comes together -- NotesPart two Building tv channel brands2 What's the point of a tv channel brand? -- Predictions of doom -- The unknown prince charles -- Going on safari -- Jam decisions -- Detectives, wrestlers and dogs -- What's in a line? -- Blue skies and fruit bowls -- Ingredients of success -- Cloudier skies -- Notes3 Relaunching a tv channel: waving a flag on the horizon -- Share wars -- Virgin atlantic, chicken mcnuggets or pampers? -- The invisible channel -- Flags, lighthouses and shipping lanes -- Two little questions -- A better version of steve -- 'Doing a dave' -- Spreading the wit -- Law and order -- Pawnshops and tow trucks -- An oasis of fun -- X marks the spot -- Vorsprung durch characters -- Updating a classic -- Flag wavers -- Notes4 The 800lb gorillas: building a big broadcast brand -- The big three -- In the frame -- Clocks and globes -- Circle time -- Shouting to the blue summer sky -- 'You're going to reap just what you sow' -- A brand in poor health -- A rallying cry -- Good enough is not enough -- The big brand builders -- Notes5 The risk takers: building a TV channel brand with attitude -- A revolution -- A body with arms -- Dipping a toe -- Brain, heart and gut -- A fearless network -- The risk takers -- Notes6 Idents: giving a channel a personality -- Puzzles and blocks -- Packaging with a purpose -- The 2s -- Killing 'boring' -- Setting the blocks free -- The origin story -- An enduring role -- NotesPart three Building and promoting tv programme brands7 Marketing drama: glimpsing the future, unravelling the helix and speed dating -- Why it matters so much -- Speed dating -- Emotional engagement -- Down the lens -- Universal themes -- Glimpsing the future -- The three-act structure -- Music and rhythm -- Finding a voice -- Divide and conquer -- Will it work on a pencil case? -- Returning in the fall -- Notes8 Timing and other secrets a guide to promoting TV comedy -- The hardest part -- Crimes against comedy -- This time next year we'll be millionaires -- Deconstruct and reconstruct -- Officially very funny -- The secret ... -- If you work in marketing, kill yourself -- Taking the marketing on the road -- Go out on a laugh -- Notes9 Selling the news -- Editorial balance versus marketing reductiveness -- Choppers, dopplers and boots on the ground -- The fight to be first -- Moving a mountain -- Anchorman -- Closer to the people -- Making people care -- Re-creating the news -- The biggest stories sell themselves -- Future challenges -- Notes10 Promoting entertainment shows scrubbing the shiny floors -- Pressure in the spotlight -- Lasting brands -- The great survivor -- Creating an event -- The phone lines are open now -- Hosts or format ... You decide -- Sociable. Shareable -- Taking the show on the road -- Putting on the party frock11 Documentaries and reality: stories and storytellers -- Why we watch what we watch -- Programmes visible from space -- Creating factual stars -- Child labour -- What type of storyteller are you? -- Seasons and stunts -- Shark week -- Treat it like a thriller -- Scoring the thriller -- Future focus -- Notes12 Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion -- More important than life and death -- Understanding a sports fan -- Knowing the tribes -- Seeing the funny side -- Not giving it 110 per cent -- In tune with the nation -- Animation to avoid elimination -- A successful campaign -- The big ones -- Shared memories -- Putting the talent upfront -- A p mccoy clings on -- Bumping and grinding -- 'The game never ends' -- Notes13 Marketing to children: nailing jelly to a moving train -- Stories and characters -- Involve me and I'll understand -- Kids on screen -- Playing along at home -- Tracking down kids away from tv -- The inventors of mash-up -- An ever-changing audience -- All the way through childhood -- Keeping the worlds apart -- Talking to the grown-ups -- Kids versus parents -- Past and future generations -- Rebels with a cause -- Merchandise as marketing -- A trusted friend -- Showing character -- Rewarding the viewers -- NotesPart four Building brands in the age of online tv14 Storyworlds: blurring the lines between content and marketing -- A 'fatal' fall -- Oceanic 815, the serial huntress and bicycle girl -- Is it content or is it marketing? -- Building early: the launch of defiance -- Creating immersive experiences -- Developing characters: 'let's go to the mall' -- Sending 'love letters' to the audience -- Keeping the storyworld alive -- Taking the story into the real world -- So where next? -- Notes15 Social media: from viewers to fans to friends -- Two essential truths -- The water cooler on steroids -- Word of mouth amplified -- It's all about the fans -- A gas in your system -- Before, during and after -- Between the tent poles -- Big data -- Launching with social -- Building a following -- Being the first -- Being responsive -- Forging new bonds -- Keep it in perspective -- Notes16 The future of tv marketing: seismic change, timeless principles -- The enduring power of hits -- The concept of a channel brand will endure -- The nature of a curatorial tv brand will evolve -- Producer brands need to assert themselves -- The importance of tv masterbrands will grow -- On-demand brands need to increase consumer affinity -- Usage-based promotion will increase -- Personalization could transform relationships with viewers -- The future will be a hybrid one -- Our manifesto redux ... -- NotesAbout the authors -- Index. |
| Title |
Part One: The context -- |
| -- |
Part Two: Building TV channel brands -- |
| -- |
Part Three: Building and promoting TV programme brands -- |
| -- |
Part Four: Building brands in the age of online TV -- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Television broadcasting |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Television programs |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Branding (Marketing) |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Advertising & Promotion. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Marketing / General. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
BUSINESS & ECONOMICS / Industries / Media & Communications Industries. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Mawer, Charlie, |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
General Books |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Relator term |
author. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc |
Includes bibliographical references and index. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| General subdivision |
Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| General subdivision |
Marketing. |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Source of heading or term |
bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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bisacsh |
| 650 #7 - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Source of heading or term |
bisacsh |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
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| Relator term |
author. |
