The TV Brand Builders : How to Win Audiences and Influence Viewers (Book, 2016) [WorldCat.org]
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The TV Brand Builders : How to Win Audiences and Influence Viewers

Author: Andy Bryant; Charlie Mawer
Publisher: London, England : Kogan Page, 2016.
Edition/Format:   Print book : English : Ed. 1View all editions and formats
Summary:
With examples drawn from major broadcasters such as Fox, AMC, and HBO, this book provides inspiration for all marketers to learn from the ways in which TV brands have harnessed the opportunities arising from the developments in online video, smart mobile devices, and social media. --
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Details

Genre/Form: Ressources Internet
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Andy Bryant; Charlie Mawer
ISBN: 9780749476687 0749476680 9780749476700 0749476702
OCLC Number: 1003592532
Description: 1 ressource en ligne (344 pages)
Contents: Part One: The context --
Marketing in the world of television --
Part Two: Building TV channel brands --
What's the point of a TV channel brand? --
Relaunching a TV channel: waving a flag on the horizon --
The 800lb gorillas: building a big broadcast brand --
The risk takers: building a TV channel brand with attitude --
Idents: giving a channel a personality --
Part Three: Building and promoting TV programme brands --
Marketing drama: glimpsing the future, unravelling the helix and speed dating --
Timing and other secrets a guide to promoting TV comedy --
Selling the news --
Promoting entertainment shows scrubbing the shiny floors --
Documentaries and reality: stories and storytellers --
Faster, higher, stronger, longer: the hyperbolic world of TV sports promotion --
Marketing to children: nailing jelly to a moving train --
Part Four: Building brands in the age of online TV --
Storyworlds: blurring the lines between content and marketing --
Social media: from viewers to fans to friends --
The future of TV marketing: seismic change, timeless principles.
Responsibility: Bryant, Andy - Mawer, Charlie.

Abstract:

Effectively create and maintain a brand in television broadcasting with this incisive yet practical guide to the marketing strategies behind some of the world's most successful ones.  Read more...

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"'The TV Brand Builders is an outstanding and in-depth examination of the craft of television marketing, full of insight, perspective and anecdotes into what really works and why. It is sure to Read more...

 
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