Books Details
Author : Walter McDowell Pages : 170 pages Publisher : Routledge Language : ISBN-
10 : 0240807537 ISBN-13 : 9780240807539
Books Descriptions
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.
