Spending Advertising Money in the Digital Age

How to Navigate the Media Flow

Autori

• Hamish Pringle
• Jim Marshall

Parametri

Pagine

336pagine

Tempo di lettura

12ore

• Pubblicità vintage

Maggiori informazioni sul libro

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.

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Lingua: Inglese

Pubblicato: 2011

(In brossura)