| 000 | 03438nam a22003258a 4500 | ||
|---|---|---|---|
| 008 | 140203s2014 nyu b 001 0 eng | ||
| 010 | _a2014001649 | ||
| 020 | _a9781137279569 | ||
| 040 |
_aDLC _beng _cDLC |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.1255 _b.Y68 2014 |
| 082 | 0 | 0 |
_a658.8/27 _223 |
| 100 | 1 |
_aYoung, Antony, _d1964- |
|
| 245 | 1 | 0 |
_aBrand media strategy : _bintegrated communications planning in the digital era / _cAntony Young |
| 250 | _a2nd ed. | ||
| 263 | _a1408 | ||
| 260 |
_aNew York : _bPalgrave Macmillan, _cc2014. |
||
| 300 |
_axii, 242 p. : _bill. ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aGoogle and Facebook : how they're changing the game -- The new media playbook : a new set of rules for a new media world -- A shift from media planning to communications planning : enter the super planner -- Focusing on outcomes, not outputs : setting the brand media strategy communication goals -- Insight over analysis : finding a way in for the brand media strategy -- 1 + 1 = 3 : sparking consumer brand conversations through media -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity : how media context helps advertising -- Deliver more relevant communications -- Touch point selection : determining the right media channel mix -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women). | |
| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aInternet marketing | |
| 650 | 0 | _aSocial media | |
| 035 | _a(IMchF)fol15113246 | ||
| 520 | _aFrom 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 not₇and 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. | ||
| 005 | 20170126100529.0 | ||
| 001 | 58062 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c24659 _d24659 |
||