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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.
Nákup knihy
Spending Advertising Money in the Digital Age, Hamish Pringle, Jim Marshall
- Jazyk
- Rok vydania
- 2011
- product-detail.submit-box.info.binding
- (mäkká)
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- Titul
- Spending Advertising Money in the Digital Age
- Podtitul
- How to Navigate the Media Flow
- Jazyk
- anglicky
- Autori
- Hamish Pringle, Jim Marshall
- Vydavateľ
- Kogan Page
- Rok vydania
- 2011
- Väzba
- mäkká
- Počet strán
- 336
- ISBN13
- 9780749463052
- Kategórie
- Stará reklama
- Anotácia
- 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.