Second edition is fully revised to include transition to digital, ownership consolidation, and the marketing relationship between stations and networks
Description
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.
Readership
Television professionals responsible for audience marketing and promotion, particularly on a TV station level. Additionally, advertising agencies and media consultants who represent television stations and networks might find it of value. Finally, there may be some interest within the academic community among professors that teach media management courses.
Quotes
"Branding TV, 2/e provides the television professionals with a succinct explanation of how the principles of brand management can be used to attract new viewers, promote audience loyalty and defend against competitive attacks." - Television Broadcast
Contents
Author Information
By Walter McDowell, Walter McDowell, Ph.D. spent over two decades in commercial television, including station management positions in promotion, programming, and creative services. He is currently a faculty member of the School of Communication at the University of Miami.; and Alan Batten, Alan founded ABCommunications to provide consulting services for marketing challenges. ABCommunications counts as clients such industry giants as Sinclair Broadcast Group, Universal Pictures, ACT III Broadcasting, and Raycom Sports.
