04027oam 2200757I 450 991082761630332120191030193358.01-136-03473-01-136-03474-91-280-63081-797866106308130-08-046043-710.4324/9780080460437 (CKB)1000000000362536(EBL)270254(OCoLC)476002726(SSID)ssj0000114398(PQKBManifestationID)11139082(PQKBTitleCode)TC0000114398(PQKBWorkID)10102127(PQKB)11426496(WaSeSS)IndRDA00115632(Au-PeEL)EBL270254(CaPaEBR)ebr10138411(CaONFJC)MIL63081(OCoLC)900231956(CaSebORM)9780240807539(MiAaPQ)EBC270254(OCoLC)857596135(OCoLC)ocn857596135(EXLCZ)99100000000036253620180706d2005 uy 0engur|n|---|||||txtccrBranding TV principles and practices /by Walter McDowell and Alan Batten[2nd ed.].Burlington, Mass. :Focal Press, an imprint of Elsevier,2005.1 online resource (170 p.)Previous ed.: Washington, D.C.: National Association of Broadcasters. 1999.1-138-14267-0 0-240-80753-7 Includes bibliographical references (p. 143) and index.Cover; Branding TV: Principles and Practices; Copyright; Contents; Introduction to Second Edition; About the Authors; PART I 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, Mean What You Say: The Jargon of Brand Management; CHAPTER 7 TV Brand Equity: Why Brand Equity Is a Good Thing for TV; CHAPTER 8 Learning from Radio; CHAPTER 9 Building TV Brand EquityCHAPTER 10 Measuring TV Brand EquityPART II 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 Public Relations and Contests as Branding Tools; CHAPTER 17 The TV Station: WFXX; CHAPTER 18 Dealing with the Digital World; CHAPTER 19 Legal Issues Surrounding Branding: Branding and the Law; CHAPTER 20 The Future: Limitless Choice and the Future of TV Branding; APPENDIX A: Recommended ReadingAPPENDIX B: Basic Training: How To Read A Rating BookSubject IndexIn 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 professionalsBranding television :principles and practicesTelevision broadcastingBrand name productsTelevision broadcasting.Brand name products.384.551384.551McDowell Walter.1597373Batten Alan1597374National Association of Broadcasters.MiAaPQMiAaPQMiAaPQBOOK9910827616303321Branding TV3919118UNINA01122nam0 22002773i 450 VAN0027275620240806101535.28320240228d1975 |0itac50 baitaIT|||| |||||Psicologia dell'educazioneAlfred Adlerintroduzione di Gastone Canzianiprefazione di Rudolf DreikursRomaNewton Compton1975XXIX, 175 p.19 cm001VAN000741562001 Paperbacks saggi210 RomaNewton Compton98RomaVANL000360AdlerAlfred1870-1937VANV017190159632CanzianiGastoneVANV224917DreikursRudolfVANV222475Newton & Compton <editore>VANV108198650ITSOL20240906RICABIBLIOTECA DEL DIPARTIMENTO DI PSICOLOGIAIT-CE0119VAN16VAN00272756BIBLIOTECA DEL DIPARTIMENTO DI PSICOLOGIA16CONS 4615 16OM 416 20240228 BuonoPsicologia dell'educazione3911319UNICAMPANIA