Branding TV: Principles and Practices

by Walter McDowell and Alan Batten

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0240807537
• ISBN13: 9780240807539
• Release Date: August 2005
• Publisher: Routledge
• Length: 170 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 7.4" x 9.3"