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Brand Media Strategy: Integrated Communications Planning in the Digital Era - Hardcover

 
9781137279569: Brand Media Strategy: Integrated Communications Planning in the Digital Era
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From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology comes powerful ways to track what's working and what's not—and to ensure that you get the maximum impact for your brand.

In a new, fully revised and updated edition, Brand Media Strategy, Second Edition explains how innovative marketers today are employing advertising and media communications to grow and build their brands. It explores the value of advertising in mass media, the use of digital media programs, and the employment of nonpaid and nontraditional media vehicles. This new edition provides a more in-depth explanation of social media, including how it should be incorporated into a company's brand media strategy, as well as how to develop social enabled media planning. This edition also includes updated case studies, including American Express, Chipotle, HSBC Bank, Kleenex, and Interscope Records, as well as a full update on all data and statistics, including the impact this new data has on brands and media, and how the communications planner needs to build this into their thinking.

Here, Antony Young captures the shifts in the advertising and media industry with an up-to-the minute playbook that will show marketers and their advertising and marketing service agencies how to sell their brands in this new and evolving media landscape. Brand Media Strategy, Second Edition is a useful guide to how planners and marketers can think more strategically to drive top line sales growth.

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Review:

"Antony is a renaissance media executive, as clearly illustrated by his incisive, informative and very interesting take on one of the most important new media functionalities." - Mike Donahue, Executive Vice President, AAAA

"The beauty of this book is it doesn't pick sides with creative or media. They should be connected if your brand is going to succeed. Antony Young argues that the new-and the best- way to grow your brand is through communications planning that drives brand marketing across platforms. Read it and think...then rethink your strategy." - Amy Falkner, Associate Dean for Academic Affairs and Associate Professor of Advertising,The Newhouse School, Syracuse University

"An indispensable playbook for connecting with consumers in a world gone digital. You have to consider how you are going to reach consumers before you decide what you're going to say. This provocation alone makes Young's book one of the most penetrating treatments of digital communications strategy yet written." - Kevin Roberts, CEO Saatchi & Saatchi Worldwide

"Marketers need to think differently if they are going to survive the digital age. Everything is changing - the way brands are bought and sold, the way people discover and talk about them, and the way advertisers need to sell them. Antony Young shows how planners must never lose sight of this central goal and urges them to stay focused on business results. Read this and maybe you will." - Andrew Green, Chief Marketing Officer, Ipsos MediaCT

"A must-read to help navigate the turbulent and challenging realities of a business that is being radically altered by the digital revolution. Young presents coherent and logical insights and strategies for managing in an increasingly complex business environment. I highly recommend this book for those who are engaged in the ecosystem of brand marketing, whether they're just starting in the business or have had a decades-long career." - Jack Myers, Media Economist, Chairman, M.E.D.I.Advisory Group LLC, Jack Myers Media Business Report

"Today, is a whole new world, literally and digitally! Writing about it requires courage, because we are still very much in the middle of this media revolution. That's the brilliance of this book. It deftly captures the "usable" bits of learning we have accumulated with helpful ways to master what we can, without being pedantic and definitive as if the revolution is over! Young has provided a smart and usable guidebook on building brand media strategy on today's terms, not yesterday's. - Susan M. Gianinno, Chairman & CEO, Publicis USA

"Young splendidly portrays the enormous changes that have characterized the marketing communications industry during recent years...The book is an enlightening trip through all the important changes in the advertising and media industry, explaining how the Internet and social media have dramatically changed the way consumers make marketplace decisions and what marketers must do to successfully reach their target markets. Young's "digital manifesto" should be required reading for every media planner and marketer engaged in marketing communications. Highly recommended." - Choice

Book Description:
A fully updated and revised bestselling book on media strategy, which includes two new chapters on big data and social media

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  • PublisherPalgrave Macmillan
  • Publication date2014
  • ISBN 10 1137279567
  • ISBN 13 9781137279569
  • BindingHardcover
  • Number of pages258
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Other Popular Editions of the Same Title

9781349949755: Brand Media Strategy: Integrated Communications Planning in the Digital Era

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ISBN 10:  ISBN 13:  9781349949755
Publisher: Palgrave Macmillan, 2016
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  • 9780230104747: Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age): Integrated Communications Planning in a Digital Era

    Palgrave, 2011
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