An edition of Brand media strategy
(2014)
Brand media strategy
integrated communications planning in the digital era
Second edition.
by Antony Young
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| Edition | Availability |
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Brand media strategy: integrated communications planning in the digital era
2014, Palgrave Macmillan
in English
- Second edition.
1137279567 9781137279569
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Book Details
Table of Contents
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).
Edition Notes
Includes bibliographical references and index.
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