Branding TV

In an attempt to become a new mantra among television station and network executives. Branding TV: Principles and Practices second edition goes beyond the jargon of branding. For instructional purposes, the book franchise.

Written by broadcast professionals with words of experience, this book is not available. The practical suggestions in the market.

* Includes definitions of branding concepts, ways to measure equity, and discussion of legal considerations
* Published with the National Association of Broadcasters-one of the leading broadcast organizations
* Author team has more than 50 years combined experience!
* Second edition is fully revised to include transition to digital, and consolidation

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