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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
Opac: Controlla la disponibilità qui
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
Opac: Controlla la disponibilità qui
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 Amsterdam ; ; Boston, : Elsevier/Focal Press, c2005
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  
Amsterdam ; ; Boston, : Elsevier/Focal Press, c2005
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui