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Details about  Branding TV By Walter McDowell - NEW

Branding TV By Walter McDowell - NEW

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AU $141.80
 
 
 
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Item location:
Lane Cove West, Australia
 
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Last updated on  26 May, 2014 22:57:42 AEST  View all revisions

Item specifics

Condition:
Brand new: A new, unread, unused book in perfect condition with no missing or damaged pages. See the seller's ... Read moreabout the condition
Publisher:

Taylor & Francis Ltd

ISBN-13:

9780240807539

ISBN-10:

0240807537

Author:

Alan Batten

Detailed item info

Description
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 tions of branding are 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.

Key Features
Author(s)Alan H. Batten, Walter McDowell
PublisherTaylor & Francis Ltd
Date of Publication23/08/2005
LanguageEnglish
FormatPaperback
ISBN-100240807537
ISBN-139780240807539
SubjectIndustrial Studies: General

Publication Data
Place of PublicationOxford
Country of PublicationUnited Kingdom
ImprintFocal Press
Content Noteblack & white illustrations

Dimensions
Weight307 g
Width191 mm
Height235 mm
Spine9 mm

Editorial Details
Format DetailsTrade paperback (US)
Edition Statement2nd Revised edition

Description
Table Of ContentsSection 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- 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- 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 - The Future; Limitless Choice and the Future of TV Branding; Appendices: Appendix A: Recommended Reading; Appendix B: Basic Training: How to Read Nielsen Rating Reports
Author BiographyBefore entering academia, Professor McDowell spent over two decades in commercial television, including station management positions in promotion, programming, and creative services. After earning his doctorate in from the University of Florida, and teaching for several years at Southern Illinois University, he joined the faculty of the School of Communication at the University of Miami in 2001. In addition to teaching various media management courses, Professor McDowell has published media branding studies in several academic publications including The Journal of Media Economics, and the International Journal on Media Management. A nationally known consultant, he also has authored two books published by the National Association of Broadcasters and Focal Press Branding TV: Principles and Practices (with Alan Batten) and Troubleshooting Audience Research. Alan Batten graduated from the University of Maryland (College Park) and undertook postgraduate work at Boston University's School of Public Communications. He has been active in the broadcast industry since 1971 where he had the opportunity to lead the marketing efforts of several stations affiliated with NBC, ABC, CBS, FOX and PBS. Along the way, he served as President of the Broadcast Promotion and Marketing Executives (now known as PROMAX). He has received countless industry awards and presented numerous international lectures on various aspects of broadcast marketing. In 1991, he founded ABCommunications to provide consulting services for marketing challenges. ABCommunications counts as clients such industry giants as Sinclair Broadcast Group, Universal Pictures, ACT III Broadcasting, and Raycom Sports. A writer at heart, he has written several motion picture and television scripts and enjoys producing radio commercials.

Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
NEW Branding TV By Walter McDowell Paperback Free Shipping

Branding TV by Walter McDowell

Now : $141.80
ISBN: 9780240807539

Product Description

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.
* Includes definitions of branding concepts, ways to measure brand equity, and a discussion of legal considerations
*Published with the National Association of Broadcasters-one of the leading broadcast organizations
* Author team has more than 50 years combined experience
* Second edition is fully revised to include transition to digital, ownership consolidation, and the marketing relationship between stations and networks

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Product Details
  • ISBN-9780240807539
  • Format-Paperback
  • Title-Branding TV

Average Delivery

  • Sydney - 7 to 14 business days
  • Melbourne Metro, Brisbane Metro, ACT 8 to 11 business days
  • Adelaide - 9 to 15 business days
  • Hobart, Perth, NT Metro - 9 to 15 business days
  • NSW, QLD, VIC, SA and TAS Country
  • 11 to 20 business days
  • NT and WA Country - 15 to 20 business days

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Item location: Lane Cove West, Australia
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