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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.
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Spending Advertising Money in the Digital Age, Hamish Pringle, Jim Marshall
- Language
- Released
- 2011
- product-detail.submit-box.info.binding
- (Paperback)
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- Title
- Spending Advertising Money in the Digital Age
- Subtitle
- How to Navigate the Media Flow
- Language
- English
- Authors
- Hamish Pringle, Jim Marshall
- Publisher
- Kogan Page
- Released
- 2011
- Format
- Paperback
- Pages
- 336
- ISBN13
- 9780749463052
- Category
- Old adverts
- Description
- 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.