By Walter McDowell
That allows you to halt expanding media festival and lowering viewers stocks, Branding has turn into the hot mantra between tv station and community executives. Branding television: ideas and Practices moment variation is going past the jargon of branding to give an explanation for the basic ideas underlying profitable branding and gives many functional innovations to degree, construct and deal with tv model fairness. For tutorial reasons, the ebook will pay specific consciousness to the neighborhood advertisement television station and its information franchise. Written by means of broadcast execs with years of expertise, this ebook exhibits how the notions of branding are not any extra ordinary than within the conflict for dominance in neighborhood information. the sensible feedback within the booklet may also help the savvy supervisor comprehend and reap the benefits of branding of their efforts to maneuver their estate to the leading edge available to buy. * comprises definitions of branding recommendations, how you can degree model fairness, and a dialogue of felony considerations*Published with the nationwide organization of Broadcasters-one of the best broadcast organisations* writer staff has greater than 50 years mixed experience!* moment variation is totally revised to incorporate transition to electronic, possession consolidation, and the promoting courting among stations and networks
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Additional resources for Branding TV: Principles and Practices
Sample text
This two-fold strategy of consistency and integration can be applied to television brands as well. Branding tools such as TV Guide ads, on-air promos, radio commercials, bumper stickers, and key chains should exhibit a synergy in which the marketing message is consistent and uniform. Experts in integrated marketing often use the concept of “a single voice” to explain the necessity of saying the same thing through different channels of communication. 5 Simplicity Builds Brand Image The notion of simplicity can be misleading.
Studies indicate that television viewers are far more familiar with programs than they are with the station identity (call letters or channel) or its affiliated network. In many cases, the subjects attribute the wrong station or the wrong network to some of their favorite programs. This confusion rarely occurs among radio audiences. The long-form consistency of radio programming is more conducive to branding a station. While television still appears reluctant to narrow its programming options during the course of a typical broadcast day, there will remain the daunting challenge of creating a singular, cohesive brand identity.
Some brand researchers merge brand image with brand attitude and use either term. Television audiences can evaluate a program and develop a predisposition to watch or not. Later, we will see how stubborn consumer brand attitudes can be. Rarely can a television program reinvent itself after bombing during its first few episodes. “Once a turkey, always a turkey” is in the minds of most media consumers. 6 Say What You Mean, Mean What You Say: The Jargon of Brand Management 26 Here again, the idea of reputation works well.