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

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 ...

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

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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 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."

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Product Details

  • ISBN-13: 9780749463052
  • Publisher: Kogan Page, Ltd
  • Publication date: 1/28/2012
  • Pages: 336
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.80 (d)

Meet the Author

Hamish Pringle is Director General of the Institute of Practitioners of Advertising, a UK trade body that represents and supports marketing communications agencies. He has worked on over 50 brands for 30 client companies at 10 agencies including Ogilvy, McCormick Richards, and Saatchi & Saatchi. He is the co-author of Brand Immortality.

Jim Marshall is Chief Client Services Officer for Aegis. He is a member of the Institute of Advertising (IPA) Council and spent seven years as Chairman of the IPA Media Futures Group. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B.

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Table of Contents

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

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