Brand media strategy
Subtitle: integrated communications planning in the digital era
By: Antony Young
Edition: Second edition.
Publisher: Palgrave Macmillan
Published: 2014
Place of publication: New York, NY
Language: eng
Number of pages: 242
ISBN-13: 9781137279569
Subjects: Branding (Marketing); Internet marketing; Social media
Notes: Includes bibliographical references and index.
Table of contents: title: Google and Facebook : how they're changing the game; title: The new media playbook : a new set of rules for a new media world; title: A shift from media planning to communications planning : enter the super planner; title: Focusing on outcomes, not outputs : setting the brand media strategy communication goals; title: Insight over analysis : finding a way in for the brand media strategy; title: 1 + 1 = 3 : sparking consumer brand conversations through media; title: Conducting the orchestra : making integration real; title: Unlocking moments of receptivity : how media context helps advertising; title: Deliver more relevant communications; title: Touch point selection : determining the right media channel mix; title: Getting social : connecting through socially-enabled communications; title: Execution is the X-factor : bringing the brand media strategy to life; title: Measurement and metrics : making the brand media strategy accountable; title: Big data and analytics : from mad men to math men (and women).