Download e-book for iPad: Brand Media Strategy: Integrated Communications Planning in by Antony Young (auth.)

By Antony Young (auth.)

ISBN-10: 1137279567

ISBN-13: 9781137279569

ISBN-10: 1137447710

ISBN-13: 9781137447715

ISBN-10: 1349289329

ISBN-13: 9781349289325

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Marketers have at their disposal paid, earned, and owned media, and each brings something to the equation. This has major implications for marketers’ approach to development of their marketing communications. ” rather than the other way around. All touch points help build a brand. Different mixes of marketing channels and media create different outcomes. The role of media and channel selection has become much more of a strategic decision by marketers. MICROMEDIA AND SOCIAL MEDIA MAKE WORDOF-MOUTH MARKETING MORE SCALABLE Word of mouth has always been the most effective way to market a brand, and it is now more scalable.

Campaigns need to be multimedia and multichannel, and creative ideas have to travel and make sense in different formats. 10 With most media consumed with only the viewer’s partial attention, the impact of advertising decreases. 11 Clutter is one of the biggest problems for marketers. An implication of this shift is that marketers need more than great creative; they need to have the message appear in the right context. For advertising to reach consumers and not be filtered out, it must be in a relevant place where the consumer will be more likely to engage with the message.

Marketers adjust their campaigns more speedily now that they know what works and what doesn’t. Stephen DiMarco, chief marketing officer for Boston-based Compete, referring to his company’s merging of data with Cannondale’s to create a consumer panel with online and offline data, says, “Since we have ‘matched’ our panel with Cannondale, we can determine what [consumer packaged goods] products our panelists have purchased. ”16 ALL MEDIA IS DIGITAL, ALL DIGITAL IS MOBILE Established media haven’t taken the shift to digital media lying down.

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Brand Media Strategy: Integrated Communications Planning in the Digital Era by Antony Young (auth.)

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