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Brand Media Strategy : Integrated Communications Planning in the Digital Era
by YoungISBN13:
9780230104747
ISBN10:
0230104746
Format:
Hardcover
Pub. Date:
12/21/2010
Publisher(s):
Palgrave Macmillan
List Price: $29.00
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Summary
Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
Table of Contents
Brand Media Strategy Explained * The New Rules of Engagement * Outcomes, Not Outputs * Why Coke and Pepsi Can’t Have the Same Media Strategy * Why Consumer Funnels are Back in Style * Dashboards and Ten Other Ways of Measuring Marketing Effectiveness * I Want My Subservient Chicken * 1+1=3. Creating Wider Consumer Conversations in Media * Bringing Everything under One Roof * Execution is the X-Factor * Brand Case Studies – Evaluating the Best of the Best * Getting it Done - the Right Steps to Succeed
