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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."
Introduction
Part One Media fundamentals
1. The evolution of the media agency
2. People's relationship with the media
Part Two Overview of the UK media marketplace
3. The current UK media landscape
4. Key points on UK media research
5. New insights from IPA TouchPoints
6. How the Bellwether Report can help
Part Three How to make media work more effectively
7. How to set an effective media budget
8. The importance of a good brief
9. Developing a successful media strategy
10. Why using multi-media works
11. Choosing the multi-media mix
Part Four The strengths of each medium
12. Contributors
13. Cinema
14. Direct mail and e-mail
15. Magazines
16. National newspapers
17. Local newspapers
18. Online
19. Out-of-home
20. Point of purchase
21. Public relations
22. Radio
23. Sponsorship
24. Television
Part Five Where's it all going?
25. Media channels in future
26. Media owners in future
27. Media agencies in future
28. Multi-media strategies in future
Overview
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 ...