Branding TV: Principles and Practices, 2/e (Paperback)

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.

.

Table of Contents

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- 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

描述

為了阻止日益激烈的媒體競爭和觀眾份額下降的趨勢，品牌成為電視台和網絡高層的新口號。《品牌電視：原則與實踐》第二版超越了品牌的行話，解釋了成功品牌背後的基本原則，並提供了許多實用策略來衡量、建立和管理電視品牌價值。為了教學目的，本書特別關注本地商業電視台及其新聞特許權。本書由多年廣播經驗的專業人士撰寫，展示了品牌概念在爭奪本地新聞主導地位的戰鬥中的普遍性。本書中的實用建議將幫助精明的管理者在努力將其產品推向市場前沿時理解並利用品牌。

目錄

第一部分：品牌電視的原則；第1章 - 競爭改變一切；第2章 - 品牌只是一個花俏的促銷名稱，對吧？；第3章 - 品牌和營銷組合；第4章 - 為什麼人們喜歡品牌；第5章 - 銷售促銷作為品牌；第6章 - 說你的意思，做你的事：品牌管理的行話；第7章 - 電視品牌價值：為什麼品牌價值是一件好事；第8章 - 從廣播中學習；第9章 - 建立電視品牌價值；第10章 - 測量電視品牌價值；第二部分：品牌電視的實踐；第11章 - 誰負責執行？；第12章 - 首先你需要一個計劃；第13章 - 如何品牌：設定優先順序；第14章 - 使用節目媒體進行品牌；第15章 - 有效使用廣告媒體；第16章 - 使用宣傳和競賽進行品牌；第17章 - 電視台 - WFXX；第18章 - 應對數字世界；第19章 - 保護您的品牌 - 商標和其他法律問題；第20章 - 未來；無限選擇和電視品牌的未來；附錄：附錄A：推薦閱讀；附錄B：基礎培訓：如何閱讀尼爾森收視率報告