Home Page Icon
Home Page
Table of Contents for
Title
Close
Title
by Alan Batten, Walter McDowell
Branding TV, 2nd Edition
Cover
Halftitle
Title
Copyright
Contents
Introduction To Second Edition
About the Authors
I The Principles of Branding TV
1 Competition Changes Everything
2 Branding is Just a Fancy Name for Promotion, Right?
3 Branding and the Marketing Mix
4 Why People Like Brands
5 Sales Promotion as Branding
6 Say What You Mean, Mean What You Say: The Jargon of Brand Management
7 TV Brand Equity: Why Brand Equity Is a Good Thing
8 Learning from Radio
9 Building TV Brand Equity
10 Measuring TV Brand Equity
II The Practice of Branding TV
11 Who’s in Charge of the Execution?
12 First, You Need a Plan
13 What to Brand: Setting Priorities
14 Using On-Air Media for Branding
15 Effective Use of Advertising Media
16 Public Relations and Contests as Branding Tools
17 The Television Station: WFXX
18 Dealing with the Digital World
19 Legal Issues Surrounding Branding: Branding and the Law
20 The Future: Limitless Choice and the Future of TV Branding
Appendices
A Recommended Reading
B Basic Training: How To Read A Rating Book
Subject Index
Search in book...
Toggle Font Controls
Playlists
Add To
Create new playlist
Name your new playlist
Playlist description (optional)
Cancel
Create playlist
Sign In
Email address
Password
Forgot Password?
Create account
Login
or
Continue with Facebook
Continue with Google
Sign Up
Full Name
Email address
Confirm Email Address
Password
Login
Create account
or
Continue with Facebook
Continue with Google
Prev
Previous Chapter
Halftitle
Next
Next Chapter
Copyright
Branding TV
Principles and Practices
By
Walter McDowell, Ph.D.
and
Alan Batten
Add Highlight
No Comment
..................Content has been hidden....................
You can't read the all page of ebook, please click
here
login for view all page.
Day Mode
Cloud Mode
Night Mode
Reset