Brand Media Strategy Integrated Communications Planning in the Digital Era

Name: Brand Media Strategy Integrated Communications Planning in the Digital Era
Price: 3.69 USD
Availability: InStock
ISBN: 9780230104747

ISBN-10: 0230104746

ISBN-13: 9780230104747

Edition: 2010

Authors: Antony Young

List price: $33.50

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Book details

List price: $33.50
Copyright year: 2010
Publisher: Palgrave Macmillan
Publication date: 12/21/2010
Binding: Hardcover
Pages: 256
Size: 6.50" wide x 9.75" long x 1.25" tall
Weight: 0.924
Language: English

Antony Young is President, Optimedia US. Antony has worked globally on brands including Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He launched Zenith in Asia, establishing the region's first group agency media specialist. Under his leadership, Zenith became China's top agency, twice winning Media Agency of the Year and claiming the region's first ever Cannes Media Gold Lion.



Brand Media Strategy Explained


The New Rules of Engagement


Outcomes, Not Outputs


Why Coke and Pepsi Canï¿½ï¿½ï¿½t Have the Same Media Strategy


Why Consumer Funnels are Back in Style


Dashboards and Ten Other Ways of Measuring Marketing Effectiveness


I Want My Subservient Chicken


1+1=3. Creating Wider Consumer Conversations in Media


Bringing Everything under One Roof


Execution is the X-Factor


Brand Case Studies ï¿½ï¿½ï¿½ Evaluating the Best of the Best


Getting it Done - the Right Steps to Succeed