- Expert guidance on how to how to set the advertising budget at the right level for any brand and how to choose which of the many media to use
- Written by leading advertising and marketing communications experts- Hamish Pringle is Director General of the Institute of Practitioners in Advertising (IPA)
- Based on solid research from the IPA, Nielsen and Millward Brown and full of examples of top campaigns and interviews with the key players who created those campaigns
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.
Key features at a glance
In association with
EAN: 9780749463052
Edition: 1
Published:
Format: 233x157
336 pages
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.
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.
Related products
