1. CHANNELS AS the BRANDS K STARLIGHTMEDIA MARKETING

2. BRAND& TV-BRAND ORDINARY BRANDS: differented by price TV-BRANDS: non price defined Sl2V1 WHAT PEOPLE SAY: With favorite channels carry life, raising children and grandchildren If YOU pay – YOU don’t throw away K STARLIGHTMEDIA MARKETING

3. “TO” OR “FROM”? TWO approaches: Pre-postapproach Stochasticly outlined Sl2V1 MEASURING IMAGINING РИСКИ K STARLIGHTMEDIA MARKETING

4. BRAND OR ISN'T IT * * * QUEST.: What are you watching right now? CHANNEL PRODUCT OR FOCUS-GROUPS HIGHLIGHTS : I watch channel «****»: such a cool channel, but shows rubbish all the time I watch cool series/ program on some channel number 13 Sl4V1 K STARLIGHTMEDIA MARKETING

5. TERAKOGNITO Sl5V1 K STARLIGHTMEDIA MARKETING

6. MEASURING UP К Пр К TWO RELATED MARKETS Пр Пр Пр Пр К К К К К К Пр Пр Пр К TWO DIFFERENT BRAND-COMPREHENSIONS К К К К К K STARLIGHTMEDIA MARKETING