Spending Advertising Money in the Digital Age
How to Navigate the Media Flow
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 employi…
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Produktdetails
Weitere Autoren: Marshall, Jim
- ISBN: 978-0-7494-6308-3
- EAN: 9780749463083
- Produktnummer: 13909786
- Verlag: Kogan Page
- Sprache: Englisch
- Erscheinungsjahr: 2011
- Seitenangabe: 336 S.
- Plattform: EPUB
- Masse: 13'879 KB
- Auflage: 1. Auflage
- Abbildungen: illustrations
Über den Autor
Hamish Pringle, Jim Marshall
3 weitere Werke von Hamish Pringle:
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