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Author Young, Antony, 1964-

Title Brand media strategy : integrated communications planning in the digital era / Antony Young

Publ Info New York : Palgrave Macmillan, 2010
 Bryant Main Stacks  HF5415.1255 .Y68 2010    AVAILABLE
 PC  HF5415.1255 .Y68 2010    AVAILABLE
 RWU Main Library  HF5415.1255 .Y68 2010    AVAILABLE
 Salve Main Collection  HF5415.1255 .Y68 2010    AVAILABLE
Descript xii, 239 pages ; 24 cm
text rdacontent
unmediated rdamedia
volume rdacarrier
Note Includes bibliographical references and index
"From YouTube to Facebook to the iPhone, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working, what's not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today's most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores: * the future of advertising in traditional media and how to judge the investment's value in today's results-driven marketing world * how to get the maximum impact out of digital media, including online searches, social media, and mobile phones * the importance of employing non-traditional media vehicles, such as marketing PR, branded entertainment, and product placement. This is a must read for every marketer to help increase their brand's exposure while staying on budget"-- Provided by publisher
LC subject Branding (Marketing)
Internet marketing
Social media
ISBN 9780230104747 (hardback)