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Spending Advertising Money in the Digital Age
How to Navigate the Media Flow
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 accurately, and then deploy it most effectively in order to build business.
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EAN: 9780749463052
Edition: 1
Published:
Format: 233 x 157
336 pages
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About the book
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 Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.
About the authors
Hamish Pringle is Director General of the IPA (The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. Together with Peter Field he is the co-author of Brand Immortality, (published by Kogan Page), and also author of Brand Spirit, Brand Manners and Celebrity Sells.
Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.
Table of contents
- Chapter - 00: Introduction;
- Section - ONE: Media fundamentals;
- Chapter - 01: The evolution of the media agency;
- Chapter - 02: People’s relationship with media;
- Section - TWO: Overview of the UK media marketplace;
- Chapter - 03: The current UK media landscape;
- Chapter - 04: Key points on UK media research;
- Chapter - 05: New insights from IPA TouchPoints;
- Chapter - 06: How the Bellwether Report can help;
- Section - THREE: How to make media work more effectively;
- Chapter - 07: How to set an effective media budget;
- Chapter - 08: The importance of a good brief;
- Chapter - 09: Developing a successful media strategy;
- Chapter - 10: Why using multi-media works;
- Chapter - 11: Choosing the multi-media mix;
- Section - FOUR: The strengths of each medium;
- Chapter - 12: Contributors;
- Chapter - 13: Cinema;
- Chapter - 14: Direct mail and e-mail;
- Chapter - 15: Magazines;
- Chapter - 16: National newspapers;
- Chapter - 17: Local newspapers;
- Chapter - 18: Online;
- Chapter - 19: Out-of-home;
- Chapter - 20: Point of purchase;
- Chapter - 21: Public relations;
- Chapter - 22: Radio;
- Chapter - 23: Sponsorship;
- Chapter - 24: Television;
- Section - FIVE: Where’s it all going?;
- Chapter - 25: Media channels in future;
- Chapter - 26: Media owners in future;
- Chapter - 27: Media agencies in future;
- Chapter - 28: Multi-media strategies in future
Reviews
John Fanning, Marketing.ie
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.
- 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 Fanning, Marketing.ie
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