Branding TV

Principles and Practices

Walter McDowell, Alan Batten - Collection Broadcasting/Business/Marketing

158 pages, parution le 01/09/2005

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Résumé

In an effort to cope with increasing media competition and decreasing audience shares, "branding" has become the watchword 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. 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.

Special Features:

Includes definitions of branding concepts, ways to measure brand equity, and a discussion of legal considerations
Author team has more than 50 years combined experience.
Second edition is fully revised to include digital broadcasting considerations, ownership consolidation, and the evolving relationship between stations and networks.

L'auteur - Walter McDowell

Before entering academia. Professor Walter McDowell spent more than two decades in commercial television, including station management positions in promotion, programming, and creative services. After earning his doctorate in from the University of Florida, and teaching for several years at Southern Illinois University, he joined the faculty of the School of Communication at the University of Miami in 2001. In addition to teaching various media management courses, Professor McDowell has published media branding studies in several academic publications, including The Journal of Media Economics, and the International Journal on Media Management. A nationally known consultant, he also has authored two books published by the National Association of Broadcasters and Focal Press Branding TV

Sommaire

Introduction
About the Authors
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 a s 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 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
Appendices

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Focal Press
Auteur(s)	Walter McDowell, Alan Batten
Collection	Broadcasting/Business/Marketing
Parution	01/09/2005
Nb. de pages	158
Format	19 x 23,5
Couverture	Broché
Poids	427g
Intérieur	Noir et Blanc
EAN13	9780240807539
ISBN13	978-0-240-80753-9