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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.
Series: BusinessPro collection.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
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. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward  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 0749463058 9780749463052
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.
Series Title: BusinessPro collection.
Other Titles: How to navigate the media flow
Responsibility: Hamish Pringle, Jim Marshall.

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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