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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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3CHAPTER

Branding and the Marketing Mix

Although branding television is a relatively new field of study, the essential notions of brand management have been around for a long time and it would be foolish for broadcasters not to take advantage of the extensive research and expertise already available. The art and science of persuading people to buy something is not new; so instead of “reinventing the wheel” for ourselves, let’s look at what is already known about brand management and modify these principles for our special media needs.

One of the essential tools used by most business schools and marketing organizations is the classic Marketing Mix, consisting of the following brand elements:

   Product

   Price

   Distribution (sometimes ...

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