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010 _a 2010025259
011 _aBIB MATCHES WORLDCAT
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035 _a(OCoLC)607977724
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042 _apcc
050 0 0 _aHF5415.1255
_b.Y68 2010
082 0 0 _a658.827
_222
100 1 _aYoung, Antony,
_d1964-
_eauthor.
_91092210
245 1 0 _aBrand media strategy :
_bintegrated communications planning in the digital era /
_cAntony Young.
250 _aFirst edition.
264 1 _aNew York :
_bPalgrave Macmillan,
_c2010.
300 _axii, 239 pages :
_billustrations ;
_c25 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 _aGoogle 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.
520 _a"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.
588 _aMachine converted from AACR2 source record.
650 0 _aBranding (Marketing)
_9332183
650 0 _aInternet marketing.
_9328425
650 0 _aSocial media.
_9339487
907 _a.b12325466
_b11-07-17
_c28-10-15
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