01853cam a22002655a 4500 18028687 20151104102200.0 140203t2014 nyua frb 001 0 eng d 9781137279569 (alk. paper) DLC eng DLC DLC DLC EG-ScBUE 658.827 22 YOU Young, Antony, 1964- 38668 Brand media strategy : integrated communications planning in the digital era / Antony Young. 2nd. ed. New York : Brand Media Strategy / Palgrave Macmillan, c.2014. xii, 242 p. : ill. ; 26 cm. Index : p. 233-242. Bibliography : p. 225-232. Google and Facebook : how they're changing the game -- The new media playbook : a new set of rules for a new media world -- A shift from media planning to communications planning : enter the super planner -- Focusing on outcomes, not outputs : setting the brand media strategy communication goals -- Insight over analysis : finding a way in for the brand media strategy -- 1 + 1 = 3 : sparking consumer brand conversations through media -- Conducting the orchestra : making integration real -- Unlocking moments of receptivity : how media context helps advertising -- Deliver more relevant communications -- Touch point selection : determining the right media channel mix -- Getting social : connecting through socially-enabled communications -- Execution is the X-factor : bringing the brand media strategy to life -- Measurement and metrics : making the brand media strategy accountable -- Big data and analytics : from mad men to math men (and women). Branding (Marketing) BUEsh 10059 Internet marketing. BUEsh 38532 Social media. BUEsh 32891 COMAME June2015 November2015 ddc 19723 19695 0 0 ddc 0 0 Alahram MAIN MAIN 1ST 2015-06-17 purchase 2 2 658.827 YOU 000038653 2025-07-15 00:00:00 2017-09-27 BB