Brand media strategy : integrated communications planning in the digital era / Antony Young.
By: Young, Antony.
Publisher: New York, NY : Palgrave Macmillan, 2016Edition: Second edition.Description: xii, 242 pages : illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781349949755.Subject(s): Branding (Marketing) | Internet marketing | Social media | Branding (Marketing) | Internet marketing | Social mediaGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.1255 .Y68 2016 (Browse shelf) | Available | AU00000000011087 |
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).