Brand Media Strategy : Integrated Communications Planning in the Digital Eraby Young, Antony
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Table of Contents
Brand Media Strategy Explained * The New Rules of Engagement * Outcomes, Not Outputs * Why Coke and Pepsi Can’t Have the Same Media Strategy * Why Consumer Funnels are Back in Style * Dashboards and Ten Other Ways of Measuring Marketing Effectiveness * I Want My Subservient Chicken * 1+1=3. Creating Wider Consumer Conversations in Media * Bringing Everything under One Roof * Execution is the X-Factor * Brand Case Studies – Evaluating the Best of the Best * Getting it Done - the Right Steps to Succeed
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