Brand media strategy integrated communications planning in the digital era

By:

Young, Antony, 1964-

Material type: Text

TextPublication details: New York Palgrave Macmillan 2010Description: xii,239p. ill. ; 25 cmISBN:

9780230104747

Subject(s):

DDC classification:

658.827 22 YO-B

LOC classification:

HF5415.1255 .Y68 2010

Summary: "From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"--Provided by publisher.

Item type:

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Holdings
Item type	Home library	Collection	Call number	Status	Date due	Barcode
Print	OPJGU Sonepat- Campus Main Library	General Books	658.827 YO-B (Browse shelf(Opens below))	Available		116858

Includes bibliographical references and index.

"From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"--Provided by publisher.

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