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Brand media strategy : integrated communications planning in the digital era / Antony Young.

By: Material type: TextTextPublisher: New York, NY : Palgrave Macmillan, [2014]Edition: Second editionDescription: xii, 242 pages : illustrations ; 25 cmISBN:
  • 9781137279569 (alk. paper)
Subject(s): DDC classification:
  • 658.8/27 23 Y-69
Contents:
Google 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 -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women).
Holdings
Item type Current library Collection Call number Status Date due Barcode
Textbook Textbook GMIT Library Technology English book 658.8/27 Y-69 (Browse shelf(Opens below)) Available 3205-1

Includes bibliographical references and index.

Google 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 -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women).

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