Buch, Englisch, 328 Seiten, Format (B × H): 154 mm x 233 mm, Gewicht: 520 g
How to Win Audiences and Influence Viewers
Buch, Englisch, 328 Seiten, Format (B × H): 154 mm x 233 mm, Gewicht: 520 g
ISBN: 978-0-7494-7668-7
Verlag: Kogan Page
Written by two leading practitioners responsible for work as famous as the BBC One hippos, the creation of a TV channel called Dave and the re-launch of Doctor Who, and featuring interviews with 50 leading industry experts from 8 countries, from HBO to ESPN, from DreamWorks to CANAL+, The TV Brand Builders combines practical advice and strategic insight with exclusive stories from the ratings front line. Online resources include a bonus chapter on TV channel design in a multi-screen world, plus a 'Student and Instructor's Manual' with chapter summaries.
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Radio- und Fernsehindustrie
- Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Fernsehen & Rundfunk
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
Weitere Infos & Material
Section - 01: The context; Chapter - 01: Marketing in the world of television; Section - 02: Building tv channel brands; Chapter - 02: What's the point of a tv channel brand?; Chapter - 03: Relaunching a tv channel: waving a flag on the horizon; Chapter - 04: The 800lb gorillas: building a big broadcast brand; Chapter - 05: The risk takers: building a TV channel brand with attitude; Chapter - 06: Idents: giving a channel a personality; Section - 03: Building and promoting tv programme brands; Chapter - 07: Marketing drama: glimpsing the future, unravelling the helix and speed dating; Chapter - 08: Timing and other secrets: a guide to promoting TV comedy; Chapter - 09: Selling the news; Chapter - 10: Promoting entertainment shows: scrubbing the shiny floors; Chapter - 11: Documentaries and reality: stories and storytellers; Chapter - 12: Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion; Chapter - 13: Marketing to children: nailing jelly to a moving train; Section - 04: Building brands in the age of online tv; Chapter - 14: Storyworlds: blurring the lines between content and marketing; Chapter - 15: Social media: from viewers to fans to friends; Chapter - 16: The future of tv marketing: seismic change, timeless principles Section - Additional online-only chapter: TV channel design in a multiscreen world (online-only chapter at www.koganpage.com/TheTVBrandBuilders - please scroll to bottom of page and complete form to access)