Spending Advertising Money in the Digital Age provides detailed advice, backed up by solid research, on how to understand today's complex media landscape, allocate a brand's media budget most accurately, and then deploy it most effectively in order to build business.
Spending Advertising Money in the Digital Age provides detailed advice, backed up by solid research, on how to understand today's complex media landscape, allocate a brand's media budget most accurately, and then deploy it most effectively in order to build business.
Hamish Pringle is Director General of the Institute of Practitioners of Advertising, a UK trade body that represents and supports marketing communications agencies. He has worked on over 50 brands for 30 client companies at 10 agencies including Ogilvy, McCormick Richards, and Saatchi & Saatchi. He is the co-author of Brand Immortality. Jim Marshall is Chief Client Services Officer for Aegis. He is a member of the Institute of Advertising (IPA) Council and spent seven years as Chairman of the IPA Media Futures Group. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B.
Inhaltsangabe
Introduction Part One Media fundamentals 1. The evolution of the media agency 2. People's relationship with the media Part Two Overview of the UK media marketplace 3. The current UK media landscape 4. Key points on UK media research 5. New insights from IPA TouchPoints 6. How the Bellwether Report can help Part Three How to make media work more effectively 7. How to set an effective media budget 8. The importance of a good brief 9. Developing a successful media strategy 10. Why using multi-media works 11. Choosing the multi-media mix Part Four The strengths of each medium 12. Contributors 13. Cinema 14. Direct mail and e-mail 15. Magazines 16. National newspapers 17. Local newspapers 18. Online 19. Out-of-home 20. Point of purchase 21. Public relations 22. Radio 23. Sponsorship 24. Television Part Five Where's it all going? 25. Media channels in future 26. Media owners in future 27. Media agencies in future 28. Multi-media strategies in future
Introduction Part One Media fundamentals 1. The evolution of the media agency 2. People's relationship with the media Part Two Overview of the UK media marketplace 3. The current UK media landscape 4. Key points on UK media research 5. New insights from IPA TouchPoints 6. How the Bellwether Report can help Part Three How to make media work more effectively 7. How to set an effective media budget 8. The importance of a good brief 9. Developing a successful media strategy 10. Why using multi-media works 11. Choosing the multi-media mix Part Four The strengths of each medium 12. Contributors 13. Cinema 14. Direct mail and e-mail 15. Magazines 16. National newspapers 17. Local newspapers 18. Online 19. Out-of-home 20. Point of purchase 21. Public relations 22. Radio 23. Sponsorship 24. Television Part Five Where's it all going? 25. Media channels in future 26. Media owners in future 27. Media agencies in future 28. Multi-media strategies in future
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