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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 | 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 | ||
| ||
Desperately seeking the audience / / Ien Ang
| Desperately seeking the audience / / Ien Ang |
| Autore | Ang Ien. |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 1991 |
| Descrizione fisica | 1 online resource (185 p.) |
| Disciplina |
302.2345
384.55/1 384.551 |
| Soggetto topico |
Europe
Mass media Television viewers Television viewers - United States Television viewers - Europe Journalism & Communications Radio & TV Broadcasting |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-134-94042-4
1-280-47832-2 9786610478323 0-203-13334-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Book Cover; Half-Title; Title; Copyright; Dedication; Contents; Preface and acknowledgements; Introduction; 1 Institutional knowledge: the need to control; 2 Audience-as-market and audience-as-public; 3 Television audience as taxonomic collective; 4 The limits of discursive control; 5 Commercial knowledge: measuring the audience; 6 In search of the audience commodity; 7 Streamlining 'television audience'; 8 The streamlined audience disrupted: impact of the new technologies; 9 The people meter 'solution'; 10 Revolt of the viewer? The elusive audience
11 Normative knowledge: the breakdown of the public service ideal12 Britain: the BBC and the loss of the disciplined audience; 13 Netherlands: VARA and the loss of the natural audience; 14 Repairing the loss: the desire for audience information; Conclusions: Understanding television audiencehood; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910450143403321 |
|
Ang Ien.
|
||
| London ; ; New York : , : Routledge, , 1991 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Desperately seeking the audience / / Ien Ang
| Desperately seeking the audience / / Ien Ang |
| Autore | Ang Ien. |
| Pubbl/distr/stampa | London ; ; New York : , : Routledge, , 1991 |
| Descrizione fisica | 1 online resource (185 p.) |
| Disciplina |
302.2345
384.55/1 384.551 |
| Soggetto topico |
Europe
Mass media Television viewers Television viewers - United States Television viewers - Europe Journalism & Communications Radio & TV Broadcasting |
| ISBN |
1-134-94041-6
1-134-94042-4 1-280-47832-2 9786610478323 0-203-13334-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Book Cover; Half-Title; Title; Copyright; Dedication; Contents; Preface and acknowledgements; Introduction; 1 Institutional knowledge: the need to control; 2 Audience-as-market and audience-as-public; 3 Television audience as taxonomic collective; 4 The limits of discursive control; 5 Commercial knowledge: measuring the audience; 6 In search of the audience commodity; 7 Streamlining 'television audience'; 8 The streamlined audience disrupted: impact of the new technologies; 9 The people meter 'solution'; 10 Revolt of the viewer? The elusive audience
11 Normative knowledge: the breakdown of the public service ideal12 Britain: the BBC and the loss of the disciplined audience; 13 Netherlands: VARA and the loss of the natural audience; 14 Repairing the loss: the desire for audience information; Conclusions: Understanding television audiencehood; Notes; Bibliography; Index |
| Record Nr. | UNINA-9910777350603321 |
|
Ang Ien.
|
||
| London ; ; New York : , : Routledge, , 1991 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Economia della televisione / Marco Gambaro, Francesco Silva
| Economia della televisione / Marco Gambaro, Francesco Silva |
| Autore | Gambaro, Marco |
| Pubbl/distr/stampa | Bologna : il Mulino, 1992 |
| Descrizione fisica | 309 p. ; 22 cm |
| Disciplina |
302.23450945
384.551 384.55 659.143 |
| Altri autori (Persone) | Silva, Francesco |
| Collana | Studi e ricerche |
| Soggetto non controllato |
Televisione - Italia - Aspetti economici
Pubblicità televisiva - Italia - Aspetti economici |
| ISBN | 88-15-03667-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNINA-990002838610403321 |
|
Gambaro, Marco
|
||
| Bologna : il Mulino, 1992 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||