Spending Advertising Money in the Digital Age: How to Navigate the Media Flow

• Authors: Pringle - Jim Marshall - Hamish Pringle - Hamish
• ISBN 10: 0749463058
• ISBN 13: 9780749463052
• Release: January 15, 2012
• Format: Paperback (336 pages)
• List Price: $44.95
• More Details
  
  

  List Price: $44.95

  Tags: Business & Investing, Marketing & Sales, Advertising,

  Book Description:
  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. Spending Advertising Money in the Digital Age describes how to select the right media channel to promote a brand from the many that are now available, and if employing a range of media, which to concentrate on and how to allocate the budget between them. It also reveals how to determine if the media spend behind a brand has had an effect. Based on data from Institute of Practitioners in Advertising (IPA) Effectiveness Awards databank (in association with WARC), and research from Nielsen and Millward Brown, Spending Advertising Money in the Digital Age is full of examples of top campaigns and interviews with the key players who created the featured campaigns. From the Preface:"A company's spend on media advertising and marketing communications is one of the largest investments it makes...this book's goal is to help ensure that that the spending of these huge sums is carried out using the most effective approach to media planning, and thus lead to more profitable brand-building."

Filter By Condition

  Used
  New
  Rental
  eBooks
  International
  Local Options

Search By Location

Rental Term

Summer Quarter Semester

Show Prices

Lower to higher Higher to Lower

  Apply Coupons
  Apply Sales Tax (estimate)

Add To My Bookbag Tweet Alert Sell Donate Contact Us

• Home
• Buy Textbooks
• Rent Textbooks
• Sell Textbooks
• New & Used Rental Buyback

Bookbag () | College Textbooks

• • Buy Cheap Textbooks
  • Sell Used Textbooks
  • Browse Textbooks
  • Textbook Information
  • Donate Your Books
• • My Bookbag
  • My Account
  • Price Alerts
  • Track Order
  • Help
• • SmartPhone Apps
  • Bookmark Us
  • Tell A Friend
  • Campus Bookstore Directory
• • Textbook Blog
  • Mobile & Local
  • Press
  • Affiliates
  • Feedback

Content Copyright © 1999-2013 Terms and Conditions of Use, Security and Privacy Policy | Resources: 1 2 3 | Site Map