Brand Media Strategy: Integrated Communications Planning In the Digital Era, Second Edition

  • 3h 42m
  • Antony Young
  • Palgrave Macmillan Ltd
  • 2014

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. 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.

About the Author

Antony Young is President of the Water Cooler Group, a media communications company that oversees Media Storm and other smaller agencies. He is former CEO of Mindshare and former CEO of Optimedia International US Inc. and has developed media campaigns across 16 different countries for influential global brands, such as Sony, Coca-Cola, McDonald's, Nokia, Procter and Gamble, T-Mobile, and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media strategy for Advertising Age. In 2003, Mediaweek rated Young one of the top 25 most influential people in the media industry.

In this Book

  • Brand Media Strategy─Integrated Communications Planning In the Digital Era, Second Edition
  • Foreword
  • 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)
  • Further Reading
  • Notes
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