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Principles and Practices
To order this title, and for more information, click here
Second Edition
By
Walter McDowell, Walter McDowell, Ph.D. spent over two decades in commercial television, including station management positions in promotion, programming,
and creative services. He is currently a faculty member of the School of Communication at the University of Miami.
Alan Batten, Alan founded ABCommunications to provide consulting services for marketing challenges. ABCommunications counts as clients such industry
giants as Sinclair Broadcast Group, Universal Pictures, ACT III Broadcasting, and Raycom Sports.
Description
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.
Audience
Television professionals responsible for audience marketing and promotion, particularly on a TV station level. Additionally, advertising
agencies and media consultants who represent television stations and networks might find it of value. Finally, there may be some interest
within the academic community among professors that teach media management courses.
Contents
Section One: The Principles of Branding TV; Chapter 1 - Competition Changes Everything; Chapter 2 -Branding is Just a Fancy Name for Promotion,
Right?;
Chapter 3 - Branding and the Marketing Mix; Chapter 4 - Why People Like Brands; Chapter 5- Sales Promotion as Branding; Chapter
6 - Say What You Mean and Mean What You Say: The Jargon of Brand Management; Chapter 7 - TV Brand Equity: Why Brand Equity is a Good
Thing; Chapter 8 -
Learning from Radio; Chapter 9 -Building TV Brand Equity; Chapter 10 - Measuring TV Brand Equity; Section Two: The
Practice of Branding TV; Chapter 11- Who's in Charge of the Execution?; Chapter 12 -First You Need a Plan; Chapter 13 - What to Brand:
Setting Priorities; Chapter 14 - Using On-Air Media for Branding; Chapter 15- Effective Use of Advertising Media; Chapter 16- Using
Publicity and Contests for Branding; Chapter 17 – The Television Station - WFXX; Chapter 18 -Dealing with the Digital World; Chapter
19 - Protecting Your Brand – Trademarks and Other Legal Issues; Chapter 20 -
The Future; Limitless Choice and the Future of TV Branding;
Appendices: Appendix A: Recommended Reading; Appendix B: Basic Training: How to Read Nielsen Rating Reports
| Bibliographic details |
Paperback, 176 pages, publication date: JUL-2005
ISBN-13: 978-0-240-80753-9
ISBN-10: 0-240-80753-7
Imprint: FOCAL PRESS
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| Price and Ordering |
Price:
EUR 43.95
USD 53.95
GBP 37
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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Last update: 30 Nov 2009
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