Spending Advertising Money in the Digital Age
How to Navigate the Media Flow
(Sprache: Englisch)
Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data...
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Klappentext zu „Spending Advertising Money in the Digital Age “
Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.
Inhaltsverzeichnis zu „Spending Advertising Money in the Digital Age “
IntroductionPart One Media fundamentals
1. The evolution of the media agency
2. People's relationship with the media
Part Two Overview of the UK media marketplace
3. The current UK media landscape
4. Key points on UK media research
5. New insights from IPA TouchPoints
6. How the Bellwether Report can help
Part Three How to make media work more effectively
7. How to set an effective media budget
8. The importance of a good brief
9. Developing a successful media strategy
10. Why using multi-media works
11. Choosing the multi-media mix
Part Four The strengths of each medium
12. Contributors
13. Cinema
14. Direct mail and e-mail
15. Magazines
16. National newspapers
17. Local newspapers
18. Online
19. Out-of-home
20. Point of purchase
21. Public relations
22. Radio
23. Sponsorship
24. Television
Part Five Where's it all going?
25. Media channels in future
26. Media owners in future
27. Media agencies in future
28. Multi-media strategies in future
Autoren-Porträt von Hamish Pringle, Jim Marshall
Hamish Pringle is Director General of the Institute of Practitioners of Advertising, a UK trade body that represents and supports marketing communications agencies. He has worked on over 50 brands for 30 client companies at 10 agencies including Ogilvy, McCormick Richards, and Saatchi & Saatchi. He is the co-author of Brand Immortality.Jim Marshall is Chief Client Services Officer for Aegis. He is a member of the Institute of Advertising (IPA) Council and spent seven years as Chairman of the IPA Media Futures Group. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B.
Bibliographische Angaben
- Autoren: Hamish Pringle , Jim Marshall
- 338 Seiten, Maße: 15,6 x 23,4 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 0749463058
- ISBN-13: 9780749463052
- Erscheinungsdatum: 15.01.2012
Sprache:
Englisch
Rezension zu „Spending Advertising Money in the Digital Age “
"This is a sane, balanced, comprehensive and thought-provoking book which should be essential reading for everyone, not just media folk, involved in the marketing communications business." John Fanning, Marketing.ie
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