Brand Media Strategy : Integrated Communications Planning in the Digital Era
by Young, AntonyFormat: Hardcover
Pub. Date: 2010-12-21
Publisher(s): Palgrave Macmillan
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Summary
Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
Author Biography
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.
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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