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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:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:

Proposes a model, F A I P A, for media and communications planning that describes how to select the right media channel to promote a brand from the many that are available, and if you are employing a  Read more...

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Genre/Form: Electronic books
Livres électroniques
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Hamish Pringle; Jim Marshall
ISBN: 9780749463083 0749463082
OCLC Number: 780491058
Notes: Titre de l'écran-titre (visionné le 22 févr. 2012).
TRAITEMENT SOMMAIRE.
Description: 1 online resource.
Contents: FOREWORD; PREFACE; ABOUT THE AUTHORS; Hamish Pringle; Jim Marshall; ABOUT THE IPA; ACKNOWLEDGEMENTS; Introduction; Part one Media fundamentals; Introduction; 01 The evolution of the media agency; Introduction; From Fleet Street to the separation; From the separation to today; Into the digital age; 02 People's relationship with media; 1. The medium; 2. How the media are used; 3. Relationship with the brand; Users generating, editing, scheduling and interacting with media; Push and pull; Part Two Overview of the UK media marketplace; Introduction; 03 The current UK media landscape.
Other Titles: How to navigate the media flow
Responsibility: Hamish Pringle, Jim Marshall.

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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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