Branding TV 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Walter, Ph.D. McDowell 作者

Natl Assn Broadcasters

译者

1999-11-15 出版日期

0 页数

USD 59.97 价格

Paperback

丛书系列

9780893242794 图书编码

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发表于2024-09-18

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Branding TV 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Broadcasting & Cable magazine states that Branding is threatening to supplant "synergy" or "convergence" as the queen bee of TV buzzwords. But since few television managers have had any formal training in the substance of media brand management, Branding TV: Principles and Practices 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.

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