Explains the essential principles that underlie successful branding. This book offers many practical strategies to measure, build and manage television brand equity. It shows how the notions of branding are no more prevalent than in the battle for dominance in local news.
- Limba : Engleza
- Cuprins : Section One: 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 and Mean What You Say: The Jargon of Brand Management; Chapter 7 - TV Brand Equity: Why Brand Equity is a Good Thing; Chapter 8 - Learning from Radio; Chapter 9 -Building TV Brand Equity; Chapter 10 - Measuring TV Brand Equity; Section Two: The Practice of Branding TV; Chapter 11- Whos 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- Using Publicity and Contests for Branding; Chapter 17 The Television Station - WFXX; Chapter 18 -Dealing with the Digital World; Chapter 19 - Protecting Your Brand Trademarks and Other Legal Issues; Chapter 20 -
- Data Publicarii : 23 Aug 2005
- Editie : 2 Rev ed
- Format : Paperback
- Numar pagini : 170
- ISBN : 9780240807539