Brand media strategy : integrated communications planning in the digital era /
Young, Antony, 1964-
Brand media strategy : integrated communications planning in the digital era / Antony Young. - Second edition. - xii, 242 pages : illustrations ; 25 cm
Includes bibliographical references and index.
Google 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).
9781137279569 (alk. paper)
Branding (Marketing)
Internet marketing.
Social media.
google and facebook
new media playbook
shift from media planning to communications planning
focusing on outcomes not outputs
insight over analysis
1+1=3
HF5415.1255 / .Y68 2014
658.8/27
Brand media strategy : integrated communications planning in the digital era / Antony Young. - Second edition. - xii, 242 pages : illustrations ; 25 cm
Includes bibliographical references and index.
Google 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).
9781137279569 (alk. paper)
Branding (Marketing)
Internet marketing.
Social media.
google and facebook
new media playbook
shift from media planning to communications planning
focusing on outcomes not outputs
insight over analysis
1+1=3
HF5415.1255 / .Y68 2014
658.8/27