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Bibliographic Details

Title: Brand Media Strategy: Integrated Communications Planning in the Digital Era
Publisher: Palgrave Macmillan
Publication Date: 2010
Language: English
ISBN 10: 0230104746
ISBN 13: 9780230104747
Binding: paperback
Condition: Very Good

About this title

Synopsis

From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores:

• the future of advertising in traditional media and how to judge
the investment’s value in today’s results-driven marketing
world

• how to get the maximum impact out of digital media,
including online searches, social media, and mobile phones

• the importance of employing non-traditional media vehicles,

such as marketing, PR, branded entertainment, and product
placement.

About the Author

Antony Young is CEO of Mindshare North America and has developed media strategies in Europe, Asia Pacific and North America for influential global brands, such as Sony, Coca-Cola, McDonald's, Procter & Gamble and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media for Advertising Age. In 2003, UK Mediaweek rated Young one of the top 25 most influential people in the media industry.

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Open Books is a nonprofit social venture that provides literacy experiences for thousands of readers each year through inspiring programs and creative capitalization of books. We are a 501(c)3 with all proceeds going to our literacy enrichment programs.

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