THE TELEVISION BRAND: AN ALGORITHM
- Autores: Ulyura AA1
-
Afiliações:
- Peoples’ Friendship University of Russia
- Edição: Nº 1 (2016)
- Páginas: 104-111
- Seção: Articles
- URL: https://journals.rcsi.science/2312-9220/article/view/334685
- ID: 334685
Citar
Resumo
The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing.
Palavras-chave
Arquivos suplementares
