Branding TV : principles and practices / Walter McDowell and Alan Batten.

By:

McDowell, Walter

Contributor(s):

Material type: Text

TextLanguage: English Publication details: Amsterdam ; London : Focal, c2005.Edition: 2nd edDescription: x, 158 p. : ill. ; 24 cmISBN:

0240807537 (pbk.)
9780240807539

Subject(s):

DDC classification:

384.551 22 MCD

Contents:

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 -- Basic Training: How To Read A Rating Book.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
General Books	CUTN Central Library Social Sciences	Non-fiction	384.551 MCD (Browse shelf(Opens below))	Available		30565

Previous ed.: Washington, D.C.: National Association of Broadcasters. 1999.

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 --

Basic Training: How To Read A Rating Book.

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.

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