Brand Media Strategy Integrated Communications Planning in the Digital Era

by Young, Antony

• ISBN13: 9781137279569
• ISBN10: 1137279567
• Edition: 2nd
• Format: Hardcover
• Copyright: 2014-08-26
• Publisher: Palgrave Macmillan

Summary

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, and the employment of nonpaid and nontraditional media vehicles. This new edition provides a more in-depth explanation of social media, including how it should be incorporated into a company's brand media strategy, as well as how to develop social enabled media planning. This edition also includes updated case studies, including American Express, Chipotle, HSBC Bank, Kleenex, and Interscope Records, as well as a full update on all data and statistics, including the impact this new data has on brands and media, and how the communications planner needs to build this into their thinking.

Here, Antony Young captures the shifts in the advertising and media industry with an up-to-the minute playbook that will show marketers and their advertising and marketing service agencies how to sell their brands in this new and evolving media landscape. Brand Media Strategy, Second Edition is a useful guide to how planners and marketers can think more strategically to drive top line sales growth.

Author Biography

Antony Young is President of the Water Cooler Group, a media communications company that oversees Media Storm and other smaller agencies. He is former CEO of Mindshare and former CEO of Optimedia International US Inc. and has developed media campaigns across 16 different countries for influential global brands, such as Sony, Coca-Cola, McDonald's, Nokia, Procter and Gamble, T-Mobile, and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media strategy for Advertising Age. In 2003, Mediaweek rated Young one of the top 25 most influential people in the media industry.

Table of Contents

Foreword
Introduction
1. Google And Facebook
How They're Changing The Game
2. The New Media Playbook
A New Set Of Rules For A New Media World
3. A Shift From Media Planning
To Communications Planning
Enter The Super Planner
4. Focusing On Outcomes, Not Outputs
Setting The Brand Media Strategy Communication Goals
5. Insight Over Analysis
Finding A Way In For The Brand Media Strategy
6. 1 + 1 = 3
Sparking Consumer Brand Conversations Through Media
7. Conducting The Orchestra
Making Integration Real
8. Unlocking Moments Of Receptivity
How Media Context Helps Advertising
Deliver More Relevant Communications
9. Touch Point Selection
Determining The Right Media Channel Mix
10. Getting Social
Connecting Through Socially-Enabled Communications
11. Execution Is The X-Factor
Bringing The Brand Media Strategy To Life
12. Measurement And Metrics
Making The Brand Media Strategy Accountable
13. Big Data And Analytics
From Mad Men To Math Men (And Women)
Acknowledgements
Further Reading
Notes
Index