Spending Advertising Money in the Digital Age

How to Navigate the Media Flow

Business & Finance, Marketing & Sales, Advertising & Promotion, Nonfiction, Computers, Internet, Electronic Commerce
Cover of the book Spending Advertising Money in the Digital Age by Hamish Pringle, Jim Marshall, Kogan Page
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Hamish Pringle, Jim Marshall ISBN: 9780749463083
Publisher: Kogan Page Publication: December 3, 2011
Imprint: Kogan Page Language: English
Author: Hamish Pringle, Jim Marshall
ISBN: 9780749463083
Publisher: Kogan Page
Publication: December 3, 2011
Imprint: Kogan Page
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Kogan Page

Cover of the book Employee Engagement and Communication Research by Hamish Pringle, Jim Marshall
Cover of the book The Fear-free Organization by Hamish Pringle, Jim Marshall
Cover of the book How They Blew It by Hamish Pringle, Jim Marshall
Cover of the book Public Relations Strategy by Hamish Pringle, Jim Marshall
Cover of the book Myths of Leadership by Hamish Pringle, Jim Marshall
Cover of the book Professional Services Marketing Handbook by Hamish Pringle, Jim Marshall
Cover of the book Amazon by Hamish Pringle, Jim Marshall
Cover of the book How to Write Reports and Proposals by Hamish Pringle, Jim Marshall
Cover of the book Supplier Relationship Management by Hamish Pringle, Jim Marshall
Cover of the book The Art of Creative Thinking: How to Be Innovative and Develop Great Ideas by Hamish Pringle, Jim Marshall
Cover of the book Systemic Coaching and Constellations by Hamish Pringle, Jim Marshall
Cover of the book Improve Your Communication Skills by Hamish Pringle, Jim Marshall
Cover of the book How to Write Effective Business English by Hamish Pringle, Jim Marshall
Cover of the book Leadershift by Hamish Pringle, Jim Marshall
Cover of the book Mobile Marketing by Hamish Pringle, Jim Marshall
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy