Spending Advertising Money in the Digital Age

How to Navigate the Media Flow

Auteurs

• Hamish Pringle
• Jim Marshall

Paramètres

• Pages: 336 pages
• Temps de lecture: 12 heures

• Ancienne publicité

En savoir plus sur le livre

Seismic shifts in advertising are driven by new technologies and evolving consumer behaviors, challenging traditional media strategies for brand building. The authors introduce the 'F.A.I.P.A' model, offering a framework for selecting appropriate media channels and optimizing budget allocation across 'bought', 'owned', and 'earned' media. Drawing on data from the IPA Effectiveness Awards and insights from industry leaders, the book showcases successful campaigns that illustrate effective modern advertising strategies in the digital age.

Achat du livre

• Année de publication: 2011
• Reliure: (souple)