Articles liés à Spending Advertising Money in the Digital Age

Spending Advertising Money in the Digital Age - Couverture souple

Pringle, Hamish

 
9780749463052: Spending Advertising Money in the Digital Age
Couverture souple
ISBN 10 : 0749463058 ISBN 13 : 9780749463052
Editeur : Kogan Page, 2011

Synopsis

Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.

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À propos des auteurs

Hamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. He is also the author of Brand Spirit, Brand Manners, and Celebrity Sells.

Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page
Date d'édition
2011
Langue
anglais
ISBN 10 
0749463058
ISBN 13 
9780749463052
Reliure
Broché
Nombre de pages
336
Coordonnées du fabricant
non disponible
Personne responsable
non disponible