Brand media strategy integrated communications planning in the digital era /
"From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology comes powerful ways to track what's working and what's not--and to ensure that you get the maximum imp...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Lenguaje: | Inglés |
| Publicado: |
New York :
Palgrave Macmillan,
2014.
|
| Edición: | 2nd ed. |
| Materias: | |
| Acceso en línea: | Solo para usuarios autorizados, sin límite de accesos simultáneos |
| Aporte de: | Registro referencial: Solicitar el recurso aquí |
| LEADER | 04239cam a2200433Ia 4500 | ||
|---|---|---|---|
| 001 | 99802730204151 | ||
| 005 | 20210528114455.0 | ||
| 006 | m o d | ||
| 007 | cr#cn||||||||| | ||
| 008 | 141022s2014 nyua ob 001 0 eng d | ||
| 020 | |a 9781137447715 |q (electronic bk.) | ||
| 020 | |a 1137447710 |q (electronic bk.) | ||
| 020 | |a 1137279567 |q (alk. paper) | ||
| 020 | |a 9781137279569 |q (alk. paper) | ||
| 035 | |a (OCoLC)893554268 | ||
| 035 | |a (OCoLC)ocn893554268 | ||
| 040 | |a UKPGM |c UKPGM |d OCLCQ |d SFB |d U@S | ||
| 049 | |a U@SA | ||
| 050 | 4 | |a HF5415.1255 |b .Y68 2014eb | |
| 082 | 0 | 4 | |a 658.8/27 |2 23 |
| 099 | |a Recurso electrónico en INTERNET | ||
| 100 | 1 | |a Young, Antony, |d 1964- | |
| 245 | 1 | 0 | |a Brand media strategy |h [recurso electrónico] : |b integrated communications planning in the digital era / |c Antony Young. |
| 250 | |a 2nd ed. | ||
| 260 | |a New York : |b Palgrave Macmillan, |c 2014. | ||
| 300 | |a 1 recurso en línea (xii, 242 p.) : |b il. | ||
| 516 | |a Libro electrónico. | ||
| 500 | |a Título tomado de la pantalla de presentación (visto 22 de mayo de 2020) | ||
| 538 | |a Modo de acceso: Disponible en línea a través de Internet. | ||
| 504 | |a Incluye referencias bibliograficas (p. 225-232) e índice. | ||
| 505 | 0 | |a Introduction -- 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). | |
| 520 | |a "From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology comes powerful ways to track what's working and what's not--and to ensure that you get the maximum impact for your brand. In a new, fully revised and updated edition, Brand Media Strategy, Second Edition explains how innovative marketers today are employing advertising and media communications to grow and build their brands. It explores the value of advertising in mass media, the use of digital media programs, and the employment of nonpaid and nontraditional media vehicles. This new edition provides a more in-depth explanation of social media, including how it should be incorporated into a company's brand media strategy, as well as how to develop social enabled media planning. This edition also includes updated case studies, including American Express, Chipotle, HSBC Bank, Kleenex, and Interscope Records, as well as a full update on all data and statistics, including the impact this new data has on brands and media, and how the communications planner needs to build this into their thinking. Here, Antony Young captures the shifts in the advertising and media industry with an up-to-the minute playbook that will show marketers and their advertising and marketing service agencies how to sell their brands in this new and evolving media landscape. Brand Media Strategy, Second Edition is a useful guide to how planners and marketers can think more strategically to drive top line sales growth." --Descripción del editor. | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Internet marketing. | |
| 650 | 0 | |a Social media. | |
| 650 | 7 | |a Identidad de marca (Mercadeo) |2 UDESA | |
| 650 | 7 | |a Mercadeo por Internet. |2 UDESA | |
| 650 | 7 | |a Medios sociales. |2 UDESA | |
| 856 | 4 | 0 | |z Solo para usuarios autorizados, sin límite de accesos simultáneos |u https://ebookcentral.proquest.com/lib/sanandres/detail.action?docID=1812269 |