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Strategien erfolgreicher TV-Marken

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Springer Nature
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9783531180366
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Warum schalten wir das ZDF und nicht ProSieben ein? Warum baut die ABC in den USA ihre Kommunikation rund um Serien wie Desperate Housewives auf, whrend die BBC in Grobritannien den Sender als Marke in den Mittelpunkt stellt? Wie gelingt es spanischen Sendern, das Internet und Social Media Plattformen so gut zu integrieren? Diesen und anderen Fragen geht das vorliegende Buch nach, indem zwlf Fernsehsender aus den USA, Grobritannien, Spanien und Deutschland untersucht werden. Ausgehend von einer strategischen Markenanalyse mit ihren Werten, ihrer Persnlichkeit, wird der Blick auf die Umsetzung dieser Markenversprechen in der Programm- und Kommunikationspolitik gelegt.

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