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Brand media strategy :integrated communications planning in the digital era /Antony Young New York : Palgrave Macmillan, 2014242p. ; 24cm.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)
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Brand Media Strategy: Integrated Communications Planning in the Digital Era /A. (Antony) Young, Gordonsville : Palgrave Macmillan, 2014247 p 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, an
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Brands: meaning and value in postmodern media culture /Adam Arvidsson London : Routledge, 2006168 p ; 24 cm.Brands are a dominant feature of everyday life. This book argues that brands have become an important tool for transforming everyday life into economic value. The first part of this book traces the historical development of branding, whilst the second part evaluates new media, contemporary management and overall media economics.
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