Buch, Englisch, 170 Seiten, Format (B × H): 190 mm x 235 mm, Gewicht: 421 g
Principles and Practices
Buch, Englisch, 170 Seiten, Format (B × H): 190 mm x 235 mm, Gewicht: 421 g
ISBN: 978-0-240-80753-9
Verlag: Taylor & Francis Ltd (Sales)
Zielgruppe
Professional Practice & Development
Autoren/Hrsg.
Fachgebiete
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
- Technische Wissenschaften Elektronik | Nachrichtentechnik Nachrichten- und Kommunikationstechnik
- Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Radio- und Fernsehindustrie
- Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
Weitere Infos & Material
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