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Branding TV : principles and practices /

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Explains branding concepts, teaches how to measure brand equity, and suggests strategies to build brand equity.

Detalles Bibliográficos
Clasificación:	Libro Electrónico
Autor principal:	McDowell, Walter
Autor Corporativo:	National Association of Broadcasters
Otros Autores:	Batten, Alan
Formato:	Electrónico eBook
Idioma:	Inglés
Publicado:	Amsterdam ; Boston : Elsevier/Focal Press, ©2005.
Edición:	[2nd ed.].
Temas:	Television broadcasting. Brand name products. Television. Télévision. Produits de marque. television (telecommunication system) TECHNOLOGY & ENGINEERING > Television & Video. Television Brand name products Television broadcasting Merken. Reclame. Televisiestations.
Acceso en línea:	Texto completo

Tabla de Contenidos:

CHAPTER 12: First, You Need A PlanCHAPTER 13: What to Brand: Setting Priorities; CHAPTER 14: Using On-Air Media for Branding; CHAPTER 15: Effective Use of Advertising Media; CHAPTER 16: Public Relations and Contests as Branding Tools; CHAPTER 17: The TV Station: WFXX; CHAPTER 18: Dealing with the Digital World; CHAPTER 19: Legal Issues Surrounding Branding: Branding and the Law; CHAPTER 20: The Future: Limitless Choice and the Future.