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Spending Advertising Money in the Digital Age : How to Navigate the Media Flow by Jim Marshall and Hamish Pringle (2011, Trade Paperback)
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About this product
Product Identifiers
PublisherKogan Page, The Limited
ISBN-100749463058
ISBN-139780749463052
eBay Product ID (ePID)99618759
Product Key Features
Number of Pages336 Pages
Publication NameSpending Advertising Money in the Digital Age : How to Navigate the Media Flow
LanguageEnglish
Publication Year2011
SubjectMarketing / General, Media Studies, E-Commerce / Internet Marketing, Digital Media / General, Advertising & Promotion
TypeTextbook
Subject AreaComputers, Social Science, Business & Economics
AuthorJim Marshall, Hamish Pringle
FormatTrade Paperback
Dimensions
Item Height0.7 in
Item Weight18.3 Oz
Item Length9.2 in
Item Width6.2 in
Additional Product Features
Intended AudienceCollege Audience
LCCN2011-020110
ReviewsThis is a sane, balanced, comprehensive and thought-provoking book which should be essential reading for everyone, not just media folk, involved in the marketing communications business.
Dewey Edition23
IllustratedYes
Dewey Decimal659.1
Table Of Content** Chapter - 00: Introduction; * Section - ONE: Media fundamentals; ** Chapter - 01: The evolution of the media agency; ** Chapter - 02: People's relationship with media; * Section - TWO: Overview of the UK media marketplace; ** Chapter - 03: The current UK media landscape; ** Chapter - 04: Key points on UK media research; ** Chapter - 05: New insights from IPA TouchPoints; ** Chapter - 06: How the Bellwether Report can help; * Section - THREE: How to make media work more effectively; ** Chapter - 07: How to set an effective media budget; ** Chapter - 08: The importance of a good brief; ** Chapter - 09: Developing a successful media strategy; ** Chapter - 10: Why using multi-media works; ** Chapter - 11: Choosing the multi-media mix; * Section - FOUR: The strengths of each medium; ** Chapter - 12: Contributors; ** Chapter - 13: Cinema; ** Chapter - 14: Direct mail and e-mail; ** Chapter - 15: Magazines; ** Chapter - 16: National newspapers; ** Chapter - 17: Local newspapers; ** Chapter - 18: Online; ** Chapter - 19: Out-of-home; ** Chapter - 20: Point of purchase; ** Chapter - 21: Public relations; ** Chapter - 22: Radio; ** Chapter - 23: Sponsorship; ** Chapter - 24: Television; * Section - FIVE: Where's it all going?; ** Chapter - 25: Media channels in future; ** Chapter - 26: Media owners in future; ** Chapter - 27: Media agencies in future; ** Chapter - 28: Multi-media strategies in future
SynopsisSeismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. Spending Advertising Money in the Digital Age describes how to select the right media channel to promote a brand from the many that are now available, and if employing a range of media, which to concentrate on and how to allocate the budget between them. It also reveals how to determine if the media spend behind a brand has had an effect. Based on data from Institute of Practitioners in Advertising (IPA) Effectiveness Awards databank (in association with WARC), and research from Nielsen and Millward Brown, Spending Advertising Money in the Digital Age is full of examples of top campaigns and interviews with the key players who created the featured campaigns. From the Preface: "A company's spend on media advertising and marketing communications is one of the largest investments it makes...this book's goal is to help ensure that that the spending of these huge sums is carried out using the most effective approach to media planning, and thus lead to more profitable brand-building.", Spending Advertising Money in the Digital Age provides detailed advice, backed up by solid research, on how to understand today's complex media landscape, allocate a brand's media budget most accurately, and then deploy it most effectively in order to build business., 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.
LC Classification NumberHF5823.P737 2012
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