Brand media strategy : integrated communications planning in the digital era / Antony Young.
By: Young, Antony.Material type: BookPublisher: New York : Brand Media Strategy / Palgrave Macmillan, c.2014Edition: 2nd. ed.Description: xii, 242 p. : ill. ; 26 cm.ISBN: 9781137279569 (alk. paper).Subject(s): Branding (Marketing) | Internet marketing | Social media | Communication and mass media June2015 November2015DDC classification: 658.827
|Item type||Current location||Collection||Call number||Status||Date due||Barcode||Item holds|
|Book - Borrowing||Central Library First floor||Alahram||658.827 YOU (Browse shelf)||Available||000038653|
Index : p. 233-242.
Bibliography : p. 225-232.
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).