TY  - BOOK
AU  - Young,Antony
TI  - Brand media strategy: integrated communications planning in the digital era 
SN  - 9781137279569 (alk. paper)
U1  - 658.827 22
PY  - 2014///
CY  - New York
PB  - Brand Media Strategy / Palgrave Macmillan
KW  - Branding (Marketing)
KW  - BUEsh
KW  - Internet marketing
KW  - Social media
KW  - COMAME
KW  - June2015
KW  - November2015
N1  - 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)
ER  -