Walter McDowell, Alan Batten

Broschiertes Buch

Branding TV

Principles and Practices

Beschreibung

The television industry, in recent years, has embraced the notions of branding as a means to survive and prosper in an ever-expanding and fragmenting media marketplace. While the jargon of branding is common throughout the business, few television professions have an in-depth knowledge of media brand management. Branding TV: Principles and Practices 2nd edition 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.

Autor

Before entering academia, Professor McDowell spent over two decades in commercial television, including station management positions in promotion, programming, and creative services. After earning his doctorate in from the University of Florida, and teaching for several years at Southern Illinois University, he joined the faculty of the School of Communication at the University of Miami in 2001. In addition to teaching various media management courses, Professor McDowell has published media branding studies in several academic publications including The Journal of Media Economics, and the International Journal on Media Management. A nationally known consultant, he also has authored two books published by the National Association of Broadcasters and Focal Press Branding TV: Principles and Practices (with Alan Batten) and Troubleshooting Audience Research. Alan Batten graduated from the University of Maryland (College Park) and undertook postgraduate work at Boston University's School of Public Communications. He has been active in the broadcast industry since 1971 where he had the opportunity to lead the marketing efforts of several stations affiliated with NBC, ABC, CBS, FOX and PBS. Along the way, he served as President of the Broadcast Promotion and Marketing Executives (now known as PROMAX). He has received countless industry awards and presented numerous international lectures on various aspects of broadcast marketing. In 1991, he 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. A writer at heart, he has written several motion picture and television scripts and enjoys producing radio commercials.

Produktdetails

• Verlag: Butterworth-Heinemann
• Artikelnr. des Verlages: Y140754
• 2. Aufl.
• Seitenzahl: 172
• Erscheinungstermin: 19. Juli 2005
• Englisch
• Abmessung: 235mm x 191mm x 10mm
• Gewicht: 330g
• ISBN-13: 9780240807539
• ISBN-10: 0240807537
• Artikelnr.: 14960428

Rezensionen

"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