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Branding TV : principles and practices / / by Walter McDowell and Alan Batten
| Branding TV : principles and practices / / by Walter McDowell and Alan Batten |
| Autore | McDowell Walter |
| Edizione | [[2nd ed.].] |
| Pubbl/distr/stampa | Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 |
| Descrizione fisica | 1 online resource (170 p.) |
| Disciplina | 384.551 |
| Altri autori (Persone) | BattenAlan |
| Soggetto topico |
Television broadcasting
Brand name products |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-03473-0
1-136-03474-9 1-280-63081-7 9786610630813 0-08-046043-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Equity
CHAPTER 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 APPENDIX B: Basic Training: How To Read A Rating BookSubject Index |
| Record Nr. | UNINA-9910457542603321 |
McDowell Walter
|
||
| Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Branding TV : principles and practices / / by Walter McDowell and Alan Batten
| Branding TV : principles and practices / / by Walter McDowell and Alan Batten |
| Autore | McDowell Walter |
| Edizione | [[2nd ed.].] |
| Pubbl/distr/stampa | Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 |
| Descrizione fisica | 1 online resource (170 p.) |
| Disciplina | 384.551 |
| Altri autori (Persone) | BattenAlan |
| Soggetto topico |
Television broadcasting
Brand name products |
| ISBN |
1-136-03473-0
1-136-03474-9 1-280-63081-7 9786610630813 0-08-046043-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Equity
CHAPTER 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 APPENDIX B: Basic Training: How To Read A Rating BookSubject Index |
| Record Nr. | UNINA-9910784572303321 |
|
McDowell Walter
|
||
| Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Branding TV : principles and practices / / by Walter McDowell and Alan Batten
| Branding TV : principles and practices / / by Walter McDowell and Alan Batten |
| Autore | McDowell Walter |
| Edizione | [[2nd ed.].] |
| Pubbl/distr/stampa | Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 |
| Descrizione fisica | 1 online resource (170 p.) |
| Disciplina | 384.551 |
| Altri autori (Persone) | BattenAlan |
| Soggetto topico |
Television broadcasting
Brand name products |
| ISBN |
1-136-03473-0
1-136-03474-9 1-280-63081-7 9786610630813 0-08-046043-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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 Equity
CHAPTER 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 APPENDIX B: Basic Training: How To Read A Rating BookSubject Index |
| Altri titoli varianti | Branding television : principles and practices |
| Record Nr. | UNINA-9910827616303321 |
|
McDowell Walter
|
||
| Burlington, Mass. : , : Focal Press, an imprint of Elsevier, , 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||