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Spending Advertising Money in the Digital Age "How to Navigate the Media Flow"

Spending Advertising Money in the Digital Age "How to Navigate the Media Flow"

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  • ISBN:9780749463052
  • Editorial: Kogan Page
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:336
  • Idiomas:Ingles,Inglés

Materias:

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.

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