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Brand media strategy : integrated communications planning in the digital era /

By: Young, Antony, 1964-
Material type: BookPublisher: New York : Palgrave Macmillan, 2011, c2010.Edition: 1st ed.Description: xii, 239 p. : ill. ; 25 cm.ISBN: 9780230104747; 0230104746 (trade)Program: MMC928Subject(s): Branding (Marketing) | Internet marketing | Social media | Advertising | Internet marketing | Social mediaDDC classification: 658.8/27
Summary:
Explores how marketers are using advertising and media communications to grow and build their brands, discussing the value of advertising through mass media such as YouTube, FaceBook, and Twitter, the use of digital media programs, and the employment of nonpaid and nontraditional media vehicles.
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.
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection 		658.827 YO BR (Browse shelf) Available T0047269
REGULAR University of Wollongong in Dubai
Main Collection 		658.827 YO BR (Browse shelf) Available T0043496
Total holds: 0

Choice, May 2011

Explores how marketers are using advertising and media communications to grow and build their brands, discussing the value of advertising through mass media such as YouTube, FaceBook, and Twitter, the use of digital media programs, and the employment of nonpaid and nontraditional media vehicles.

Includes bibliographical references (p. [225]-232) and index.

Adult Follett Library Resources.

Adult.

Choice

MMC928

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.

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