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

Publisher: Kogan Page, 2012

ISBN: 9780749463052

Product: Book, Paperback

May have wear from normal use.

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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. 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."

ISBN/UPC:

9780749463052

Product:

Book, Paperback

Title:

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

Contributors
Publisher:

Kogan Page, 2012

Pages:

336

Languages:

English

Specification:

9.2 x 6.4 x 0.8 inches, 2 pounds

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Acceptable:Fairly worn but fully readable and intact. Pages may include notes, highlighting, or minor water damage. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Good:Shows signs of wear. Pages may include limited notes or highlighting. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Very Good:Item has seen limited use and has minimal signs of wear. Pages are clean without markings. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Like New:Shows little to no signs of wear. Spine has no signs of creasing. Pages are clean without markings. CDs, product codes, or other inclusions may be missing or expired.