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101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aBranding TV $eprinciples and practices /$fby Walter McDowell and Alan Batten
205   $a[2nd ed.].
210  1$aBurlington, Mass. :$cFocal Press, an imprint of Elsevier,$d2005.
215   $a1 online resource (170 p.)
300   $aPrevious ed.: Washington, D.C.: National Association of Broadcasters. 1999.
311   $a1-138-14267-0 
311   $a0-240-80753-7 
320   $aIncludes bibliographical references (p. 143) and index.
327   $aCover; 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 Equity
327   $aCHAPTER 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 Reading
327   $aAPPENDIX B: Basic Training: How To Read A Rating BookSubject Index
330   $aIn 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
517 3 $aBranding television :$eprinciples and practices
606   $aTelevision broadcasting
606   $aBrand name products
615  0$aTelevision broadcasting.
615  0$aBrand name products.
676   $a384.551
676   $a384.551
700   $aMcDowell$b Walter.$01597373
701   $aBatten$b Alan$01597374
712 02$aNational Association of Broadcasters.
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910827616303321
996   $aBranding TV$93919118
997   $aUNINA