Brand media strategy : integrated communications planning in the digital era / Antony Young.
From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology comes powerful ways to track what's working and what's not--and to ensure that you get the maximum impact fo...
Saved in:
| Online Access: |
Full Text (via Skillsoft) |
|---|---|
| Main Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
New York :
Palgrave Macmillan,
2014.
|
| Edition: | Second edition. |
| Subjects: |
| Summary: | From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology comes powerful ways to track what's working and what's not--and to ensure that you get the maximum impact for your brand. In a new, fully revised and updated edition, Brand Media Strategy, Second Edition explains how innovative marketers today are employing advertising and media communications to grow and build their brands. It explores the value of advertising in mass media, the use of digital media programs, and the employment of nonpaid and nontraditional media vehicles. This new edition provides a more in-depth explanation of social media, including how it should be incorporated into a company's brand media strategy, as well as how to develop social enabled media planning. This edition also includes updated case studies, including American Express, Chipotle, HSBC Bank, Kleenex, and Interscope Records, as well as a full update on all data and statistics, including the impact this new data has on brands and media, and how the communications planner needs to build this into their thinking. Here, Antony Young captures the shifts in the advertising and media industry with an up-to-the minute playbook that will show marketers and their advertising and marketing service agencies how to sell their brands in this new and evolving media landscape. Brand Media Strategy, Second Edition is a useful guide to how planners and marketers can think more strategically to drive top line sales growth. This fully updated edition of Brand Media Strategy explains how innovative marketers are growing their brands using advertising, digital media, and the employment of nonpaid and nontraditional media vehicles. Includes updated case studies, data and statistics, and outlines how to build this new data into your planning. |
|---|---|
| Physical Description: | 1 online resource (xii, 242 pages) : illustrations |
| Bibliography: | Includes bibliographical references (pages 225-232) and index. |
| ISBN: | 9781137447715 1137447710 1137279567 9781137279569 1349289329 9781349289325 0230104746 9780230104747 |