000			02918nam a2200289 a 4500
003			CUTN
005			20190130150523.0
008			050415s2005 ne a 001 0 eng
020			_a0240807537 (pbk.)
020			_a9780240807539
041			_aEnglish
082	0	4	_a384.551 _222 _bMCD
100	1		_aMcDowell, Walter.
245	1	0	_aBranding TV : _bprinciples and practices / _cWalter McDowell and Alan Batten.
250			_a2nd ed.
260			_aAmsterdam ; _aLondon : _bFocal, _cc2005.
300			_ax, 158 p. : _bill. ; _c24 cm.
500			_aPrevious ed.: Washington, D.C.: National Association of Broadcasters. 1999.
505			_tThe Principles of Branding TV -- _tCompetition Changes Everything -- _tBranding is Just a Fancy Name for Promotion, Right? -- _tBranding and the Marketing Mix -- _tWhy People Like Brands -- _tSales Promotion as Branding -- _tSay What You Mean, Mean What You Say: The Jargon of Brand Management -- _tTV Brand Equity: Why Brand Equity Is a Good Thing -- _tLearning from Radio -- _tBuilding TV Brand Equity -- _tMeasuring TV Brand Equity -- _tThe Practice of Branding TV -- _tWho's in Charge of the Execution? -- _tFirst, You Need a Plan -- _tWhat to Brand: Setting Priorities -- _tUsing On-Air Media for Branding -- _tEffective Use of Advertising Media -- _tPublic Relations and Contests as Branding Tools -- _tThe Television Station: WFXX -- _tDealing with the Digital World -- _tLegal Issues Surrounding Branding: Branding and the Law -- _tThe Future: Limitless Choice and the Future of TV Branding -- _tBasic Training: How To Read A Rating Book.
520			_aBranding 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	_aTelevision broadcasting.
650		0	_aBrand name products.
700	1		_aBatten, Alan.
942			_2ddc _cBOOKS
710	2		_aNational Association of Broadcasters.
999			_c26759 _d26759