Branding TV: Principles and Practices
Taylor & Francis, Jul 19, 2005 - Language Arts & Disciplines - 176 pages
In 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 with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.
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advertising affiliate anchors Arbitron audi brand associations brand awareness brand equity brand extension brand loyalty brand marketing brand name brand researchers branding effort branding message branding strategies broadcast cable CATV challenge change of message channel CHAPTER competing brands competition competitors consumer brand contest Copy capacity corporate creative customers daily newspaper demo demographic designated market area Doppler radar effective electronic media emotional capacity ence ESPN evaluate example factors frequency geographic reach goals graphics important Internet lead-in logo look marketing mix measure media brand management newscast Nielsen Media Research Nielsen ratings outdoor potential program content promotion protection rating book rating points reputation sales department sample schedule Sending Our Best slogans specific spot strong brand syndicated target audience television on-air television programs television station tion trademark TV Brand unique viewers Walter McDowell watch weather WFXX WXXX