Brand Media Strategy: Integrated Communications Planning in the Digital Era - Couverture rigide

Young, A.

Couverture rigide

ISBN 10 : 1137279567 ISBN 13 : 9781137279569

Editeur : Palgrave Macmillan, 2014

Synopsis

From 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 not-and 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.

À propos de cette édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2014
• ISBN 10: 1137279567
• ISBN 13: 9781137279569
• Reliure: Relié
• Numéro d'édition: 2
• Nombre de pages: 246