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Brand Media Strategy : : Integrated Communications Planning in the Digital era

Young, Antony, 1964- Book - 2014 658.827 Yo 1 On Shelf No requests on this item Community Rating: 4 out of 5

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Call Number: 658.827 Yo
On Shelf At: Downtown Library

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Downtown 2nd Floor
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658.827 Yo 4-week checkout On Shelf

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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Cover image for Brand media strategy : : integrated communications planning in the digital era


PUBLISHED
New York, NY : Palgrave Macmillan, 2014.
Year Published: 2014
Description: xii, 242 pages : illustrations ; 25 cm.
Language: English
Format: Book

ISBN/STANDARD NUMBER
9781137279569
1137279567

SUBJECTS
Branding (Marketing)
Internet marketing.
Social media.