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 - 2nd edition. - New York : Palgrave Macmillan, 2014 - xii, 242 pages ; 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)
9781349949755
BRANDING (MARKETING)
INTERNET MARKETING
SOCIAL MEDIA
HF 5415.1255 / Y68B 2014
Brand media strategy : integrated communications planning in the digital era / Antony Young - 2nd edition. - New York : Palgrave Macmillan, 2014 - xii, 242 pages ; 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)
9781349949755
BRANDING (MARKETING)
INTERNET MARKETING
SOCIAL MEDIA
HF 5415.1255 / Y68B 2014