Brand media strategy: integrated communications planning in the digital era

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results. ANTONY YOUNG CEO of Optimedia International Inc. and has been responsible for developing strategy and executing media campaigns across 16 different countries for some of the most influential global brands, including Sony, Coca-Cola, McDonald's, Nokia, Procter & Gamble, T-Mobile, and Toyota. He is the co-author of 'Profitable Marketing Communications' and is a regular analyst and writer on media strategy for 'Advertising Age'. In 2003, Young was rated by Mediaweek as one of the top 25 most influential people in the media industry. INDICE: 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. CreatingWider Consumer Conversations in Media - Bringing Everything under One Roof - Execution is the X-Factor - Brand Case Studies b Evaluating the Best of the Best - Getting it Done - the Right Steps to Succeed -

• ISBN: 978-0-230-10474-7
• Editorial: Palgrave MacM
• Encuadernacion: Cartoné
• Páginas: 256
• Fecha Publicación: 02/02/2011
• Nº Volúmenes: 1
• Idioma: Desconocido