by Antony Young · Palgrave Macmillan · tapa blanda · ISBN 9780230104747
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«Brand Media Strategy» is Antony Young's marketing and advertising essay, published by Palgrave Macmillan in hardback (256 pages, in English).
Antony Young analyses how to integrate advertising, digital media and non-conventional channels into a single strategy to boost a brand. It covers the value of traditional media, the potential of online search, social networks and mobile, and the use of public relations, brand entertainment and product placement.
Originally published on 21 December 2010. The full subtitle of the work is Integrated Communications Planning in the Digital Era.
Aimed at marketing, advertising and communication professionals interested in integrating media planning into brand strategy.
