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

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

Pringle, Hamish/ Marshall, Jim

ウェブストア価格 ¥8,740（本体¥7,946）
Kogan Page Ltd（2011/12発売）
外貨定価 UK£ 31.99
ポイント 79pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
言語 ENG
商品コード 9780749463052
DDC分類 659.1

Full Description

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.

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
Chapter - 19: Out-of-home;
Chapter - 18: Online;
Chapter - 17: Local newspapers;
Chapter - 16: National newspapers;
Chapter - 15: Magazines;
Chapter - 14: Direct mail and e-mail;
Chapter - 13: Cinema;
Chapter - 12: Contributors;

Section - FOUR: The strengths of each medium;

Chapter - 11: Choosing the multi-media mix;
Chapter - 10: Why using multi-media works;
Chapter - 09: Developing a successful media strategy;
Chapter - 08: The importance of a good brief;
Chapter - 07: How to set an effective media budget;

Section - THREE: How to make media work more effectively;

Chapter - 06: How the Bellwether Report can help;
Chapter - 05: New insights from IPA TouchPoints;
Chapter - 04: Key points on UK media research;
Chapter - 03: The current UK media landscape;

Section - TWO: Overview of the UK media marketplace;

Chapter - 02: People's relationship with media;
Chapter - 01: The evolution of the media agency;

Section - ONE: Media fundamentals;

Chapter - 00: Introduction;