Brand media strategy: integrated communications planning in the digital era
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Palgrave Macmillan
2010
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | "From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"-- Provided by publisher. Includes bibliographical references and index |
| Beschreibung: | XII, 239 S. Ill., graph. Darst. |
| ISBN: | 9780230104747 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804145779473907713 |
|---|---|
| adam_text | Titel: Brand media strategy
Autor: Young, Antony
Jahr: 2010
CONTENTS
Acknowledgments ix
Forewordby Jack Klues xi
INTRODUCTION 1
CHAPTER 1
GOOGLE AND FACEBOOK 7
How they re changing the game
CHAPTER 2
THE NEW MEDIA PLAYBOOK 17
A new set of rules for a new media world
CHAPTER 3
A SHIFT FROM MEDIA PLANNING
TO COMMUNICATIONS PLANNING 35
Enter the Super Planner
CHAPTER 4
FOCUSING ON OUTCOMES, NOT OUTPUTS 49
Setting the Brand Media Strategy communication goals
CHAPTER 5
INSIGHT OVER ANALYSIS 65
Finding a way in for the Brand Media Strategy
CHAPTER 6
1 + 1 = 3 87
Sparking consumer brand conversations through media
CHAPTER 7
CONDUCTING THE ORCHESTRA 109
Making integration real
CHAPTER 8
UNLOCKING MOMENTS OF RECEPTIVITY 127
How media context helps advertising
deliver more relevant communications
CHAPTER 9
TOUCH POINT SELECTION 145
Determining the right media channel mix
CHAPTER 10
DIGITIZING THE BRAND MEDIA STRATEGY 165
Not just another medium
CHAPTER 11
EXECUTION IS THE X-FACTOR 189
Bringing the Brand Media Strategy to life
CHAPTER 12
MEASUREMENT AND METRICS 209
Making the Brand Media Strategy accountable
Further Reading 225
Notes 227
Index 233
|
| any_adam_object | 1 |
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| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| isbn | 9780230104747 |
| language | English |
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| spelling | Young, Antony 1964- Verfasser (DE-588)143781472 aut Brand media strategy integrated communications planning in the digital era Antony Young 1. publ. New York Palgrave Macmillan 2010 XII, 239 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier "From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"-- Provided by publisher. Includes bibliographical references and index Branding (Marketing) Internet marketing Social media Online-Marketing (DE-588)7706419-7 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Soziale Software (DE-588)7550143-0 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Online-Werbung (DE-588)7636951-1 gnd rswk-swf 1\p (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s Online-Werbung (DE-588)7636951-1 s Soziale Software (DE-588)7550143-0 s DE-604 Kommunikation (DE-588)4031883-7 s Online-Marketing (DE-588)7706419-7 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022622828&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
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| title | Brand media strategy integrated communications planning in the digital era |
| title_auth | Brand media strategy integrated communications planning in the digital era |
| title_exact_search | Brand media strategy integrated communications planning in the digital era |
| title_full | Brand media strategy integrated communications planning in the digital era Antony Young |
| title_fullStr | Brand media strategy integrated communications planning in the digital era Antony Young |
| title_full_unstemmed | Brand media strategy integrated communications planning in the digital era Antony Young |
| title_short | Brand media strategy |
| title_sort | brand media strategy integrated communications planning in the digital era |
| title_sub | integrated communications planning in the digital era |
| topic | Branding (Marketing) Internet marketing Social media Online-Marketing (DE-588)7706419-7 gnd Markenpolitik (DE-588)4144679-3 gnd Soziale Software (DE-588)7550143-0 gnd Kommunikation (DE-588)4031883-7 gnd Online-Werbung (DE-588)7636951-1 gnd |
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