Young, Antony,  1964- <br/><br/>
Brand media strategy :  integrated communications planning in the digital era / 
Antony Young. 
 - 1st ed. 
 - New York :  Palgrave Macmillan,  2011, c2010. 
 - xii, 239 p. :  ill. ;  25 cm. 
<br/><br/>Includes bibliographical references (p. [225]-232) and index. 
<br/><br/> Choice, May 2011  Choice 
<br/><br/> 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. 
<br/><br/> Adult  Follett Library Resources.  Adult. 
<br/><br/>
<br/><br/><label>ISBN: </label>9780230104747 0230104746 (trade) 
<br/><br/><label>LCCN: </label>2010025259 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Branding (Marketing)<br/>Internet marketing.<br/>Social media.<br/>Advertising.<br/>Internet marketing.<br/>Social media.
<br/><br/><label>LC Class. No.: </label>HF5415.1255  / .Y68 2011 
<br/><br/><label>Dewey Class. No.: </label>658.8/27