Description
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
