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Spending advertising money in the digital age : how to navigate the media flow

Author: Hamish Pringle; Jim Marshall
Publisher: London ; Philadelphia : Kogan Page, 2012.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"You're beyond the basics, so dive right in and really put Excel formulas and functions to work! This supremely organized reference packs hundreds of timesaving solutions, troubleshooting tips, and workarounds. It's all muscle and no fluff. Discover how the experts increase their data analysis capabilities with Excel - and challenge yourself to new levels of mastery"--Publisher description.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Hamish Pringle; Jim Marshall
ISBN: 9780749463052 0749463058 9780749463083 0749463082
OCLC Number: 697267501
Description: xx, 316 pages : illustrations ; 24 cm
Contents: Part I: Media fundamentals --
The evolution of the media agency --
People's relationship with media --
Part II: Overview of the UK media marketplace --
The current UK media landscape --
Key points on UK media research --
New insights from IPA touchpoints --
How the Bellwether report can help --
Part III: How to make media work more effectively --
How to set an effective media budget --
The importance of a good brief --
Developing a successful media strategy --
Why using multi-media works --
Choosing the multi-media mix --
Part IV: The strengths of each medium --
Contributors --
Cinema --
Direct mail and e-mail --
Magazines --
National newspapers --
Local newspapers --
Online --
Out-of-home --
Point of purchase --
Radio --
Sponsorship --
Television --
Part V: Where's it all going? --
Media channels in future --
Media owners in future --
Media agencies in future --
Multi-media strategies in future.
Responsibility: Hamish Pringle and Jim Marshall.
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Abstract:

Spending Advertising Money in the Digital Age provides detailed advice, backed up by solid research, on how to understand today's complex media landscape, allocate a brand's media budget most  Read more...

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"This is a sane, balanced, comprehensive and thought-provoking book which should be essential reading for everyone, not just media folk, involved in the marketing communications business." John Read more...

 
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