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Brand Media Strategy : Integrated Communications Planning in the Digital Era
ISBN: 9780230104747 | 0230104746
Format: HardcoverPublisher: Palgrave Macmillan
Pub. Date: 12/21/2010
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From the new Advertising Age Series comes Brand Media Strategy, a must read for every marketer interested in increasing brand exposure while staying on budget.
"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 to... MORE
"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 to... MORE
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
Antony Young is CEO of Mindshare North America and has developed media strategies in Europe, Asia Pacific and North America for influential global brands, such as Sony, Coca-Cola, McDonald's, Procter & Gamble and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media for Advertising Age. In 2003, UK Mediaweek rated Young one of the top 25 most influential people in the media industry.
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