Branding TV

Principles and Practices

Nonfiction, Reference & Language, Language Arts, Communication
Cover of the book Branding TV by Walter McDowell, Alan Batten, Taylor and Francis
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Author: Walter McDowell, Alan Batten ISBN: 9781136034732
Publisher: Taylor and Francis Publication: July 19, 2005
Imprint: Routledge Language: English
Author: Walter McDowell, Alan Batten
ISBN: 9781136034732
Publisher: Taylor and Francis
Publication: July 19, 2005
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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