Brand Media Strategy: Integrated Communications Planning in the Digital Era

Couverture
Palgrave Macmillan, 21 déc. 2010 - 256 pages

From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores:


• the future of advertising in traditional media and how to judge
  the investment’s value in today’s results-driven marketing
  world


• how to get the maximum impact out of digital media,
   including online searches, social media, and mobile phones


• the importance of employing non-traditional media vehicles,

   such as marketing, PR, branded entertainment, and product
   placement.   

 

Table des matières

Acknowledgments
CHAPTER 1
CHAPTER 2
CHAPTER 3
CHAPTER 4
FOCUSING ON OUTCOMES NOT OUTPUTS
INSIGHT OVER ANALYSIS
CHAPTER 6
Sparking consumer brand conversations through media
CHAPTER 7
CHAPTER 8
CHAPTER 9
CHAPTER 10
Making the Brand Media Strategy accountable
Further Reading
CHAPTER 11

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À propos de l'auteur (2010)

Antony Young is CEO of Mindshare North America and has developed media strategies in Europe, Asia Pacific and North America for influential global brands, such as Sony, Coca-Cola, McDonald's, Procter & Gamble and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media for Advertising Age. In 2003, UK Mediaweek rated Young one of the top 25 most influential people in the media industry.

Informations bibliographiques