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TitleBrand media strategy : integrated communications planning in the digital era
Author Antony Young
Imprint New York : Palgrave Macmillan, 2010
Edition 1st ed
Descript xii, 239 p. : ill. ; 25 cm

CONTENT

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 -- Digitizing the brand media strategy : not just another medium -- Execution is the x-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable


Branding (Marketing) Internet marketing Social media

LOCATIONCALL#STATUS
Communication Arts Library658.827 Y68B 2010CHECK SHELVES

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