Spending Advertising Money in the Digital Age | How to Navigate the Media Flow
Hamish Pringle (u. a.)
ISBN 10: 0749463058 ISBN 13: 9780749463052
Published by Kogan Page Ltd, 2012
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Spending Advertising Money in the Digital Age | How to Navigate the Media Flow | Hamish Pringle (u. a.) | Taschenbuch | Kartoniert / Broschiert | Englisch | 2012 | Kogan Page Ltd | EAN 9780749463052 | Verantwortliche Person für die EU: Libri GmbH, Europaallee 1, 36244 Bad Hersfeld, gpsr[at]libri[dot]de | Anbieter: preigu. Seller Inventory # 133727865
Synopsis:
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.
About the Authors:
Hamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. He is also the author of Brand Spirit, Brand Manners, and Celebrity Sells.
Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.
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Bibliographic Details
Title: Spending Advertising Money in the Digital ...
Publisher: Kogan Page Ltd
Publication Date: 2012
Binding: Taschenbuch
Condition: Neu