Brand Media Strategy

Brand Media Strategy

Integrated Communications Planning in the Digital Era

Book - 2011
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Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
Publisher: New York : Palgrave Macmillan, 2011, c2010.
Edition: First edition
ISBN: 9780230104747
Branch Call Number: 658.827 You
Characteristics: xii, 239 pages : illustrations
Alternative Title: Advertising age.
Advertising age.


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Jul 09, 2011

Excellent overview of creating an encompassing brand strategy for your company. Antony starts by proposing a strategy wheel of the categories that make up the CCI Central Communications Idea. Through the course of the book, Antony takes the reader through each stage of the Media Strategy wheel, being: communications goals/KPIs, Target Analysis, Moments of Receptivity, Campaign Architecture, Idea Amplification, and Activating the Plan.

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